Twenty seven-year-old Shipra Agarwal (name changed) had a flawless skin sometime back. Apparently, make-up was an everyday affair for her, in addition to frequent alterations in the use of whitening creams and excessive bleaching. Eventually, her skin turned dry, pores enlarged and she developed acne and pimples, not just ruining the texture of her skin but also making her look older.

Pollution, make-up and other factors are hauling people in ascending numbers towards anti-ageing treatments. "Lifestyles today are quite stressed out and there has been a 60-70 per cent increase in the number of people going in for anti-ageing treatments over the past three-four years. Also, there is an increased consciousness and awareness about such products; we offer a range of facials, the latest being the pure defence anti pollution facial to hydrate the skin and stiffen it. Some people also go in for advanced treatments that use machines that detoxify the body," says Shilpa Ghatge, Lakme salon manager in Koregaon Park.

"Make-up is the major spoilsport. Although there are pricey products available in the market, the chemicals present in these products make everything, including lips and under-eye skin susceptible to damage. My clients are very young and many of them have skin which has become light and pale due to excessive use of make-up. Particularly when teenagers go for heavy make-up the cycle of damage and restoration is bound to start early and that's why we have many youngsters coming in for anti-ageing facials. I would also say that alcohol causes major skin damage, although some drinks like beer are extremely good for the skin," adds Pratim Gujar, owner, Juice Salon and Spa that uses French anti-ageing creams.

Many beauty salons also have an increased number of male clients looking for quick results. Sharmila Kotadia, senior manager, VLCC, says, "Botox and fillers are lunchtime treatments these days. The effect is immediate, clearing off fine lines and tightening the skin. Apart from regular facials and face firming treatments, what is really catching up is an international treatment called DHEA/Age, that works on prevention as well as cure, functioning on skin collagen building, muscles and hydration. However, the latest treatment is something called Peel and Lift, a four session programme targeting fine lines. Also popular is the cosmodermat treatment that cures, maintains and enhances the skin."