ENFIELD, Ireland -- A new anti-aging skincare project will transform the facial care market and have ramifications for the entire beauty industry. This project is the result of two major changes in consumer behavior and demographics. Diagonal Reports predicts this new anti-aging skincare project to be 80% bigger than the current market.

Firstly, the age of aging has fallen dramatically with consumers now seeking the benefits of anti-aging products before they actually age. Prevention has now become an issue for increasing numbers of young women in the developed world who take action a decade earlier than was the case in the past. Younger women were always a key market for beauty, but they now create and shape a new category in anti-aging products and treatments also.

Secondly, longer life expectancy has exponentially increased demand for anti-aging as skincare regimes are being extended for ever longer periods. People are living longer so there are millions of potential new consumers with aging skin.

The signs of aging vary by geography, ethnicity and culture but they are of such profound concern that demand has remained resilient despite the recession. This contrasts with how shoppers have cut back on other - more discretionary - beauty spending.

But formulators and marketeers should beware. A larger skincare project does not spell more of the same for the beauty industry or for individuals. The competition is multiplying. A wide range of portfolios of solutions and methods of delivery – including the traditional cosmetic and medicalized beauty - now vie for a share of that anti-aging spending.

The most sophisticated and best informed generation of skincare buyers is arriving on the scene. Consumers' expectations for, and the investments made in, anti aging skincare products and solutions are intensifying. They will demand immediate and sustainable outcomes and rationalize their beauty spending accordingly.