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Whatever our age, whatever our lifestyle, whether we are London 2012 Olympic Games athletes or busy moms, one fact remains true: we all want to look as good as we possibly can. It boosts our confidence, which helps us to get on with the rest of our lives.
While there are some products, like a great cleanser, a brilliant shampoo or a suits-all mascara that can be passed from mother to daughter, the secret to modern beauty is finding the best and most appropriate products for your needs ? and those will change as the years roll by.
So as the baton of beauty is passed on through the decades (think of it as a glowing light-stick, bringing gorgeousness to all on whom it shines), its focus lands in different places for different ages.
In your twenties, you want a routine that fits neatly in to your daily workout schedule, and speed is of the essence. Like Olympic Games heptathlete Jessica Ennis you`ll want a skincare regime that`s the swiftest and best available so you can focus on exercise. "Because my schedule is so busy, I need a skincare routine that is fuss-free and really effective," she says. "That`s why I love the new Olay Essentials range. While I`m training, the Olay Essentials SPF30 Day Lotion is perfect. It`s also really light, so it doesn`t clog up my pores."
For quick and easy body-care that is even great on sensitive skin you`ll want beauty innovations such as the Venus ProSkin Sensitive razor. A far cry from the earliest safety razors introduced by Gillette Venus a century ago; the super-sophisticated Venus ProSkin features five comfort blades spaced closer together to reduce pressure for less feel of irritation*. Or, for an even longer lasting solution, the Braun Silk-Epil leaves legs feeling smooth for up to four weeks.
Twenty-somethings can make exuberant use of the brightest make-up and the strongest hair-styling products that will last as long as the best summer party. You might take a chance and go wild with hair styles and colors too - just because you can. To celebrate the Olympic Games, you could tint your hair in your country`s national colors with Wella Professionals Koleston Perfect, and complete the look with a sporty, sleek, sexy pulled back shape - like this one designed by Wella Professionals Global Creative Director, Eugene Souleiman, using Wella Professionals Sculpt Force Gel.
By your thirties, your beauty priorities will be changing, particularly if you are juggling a career and a family, and you may want to invest more money in the latest and most innovative beauty tools. "Using the Braun Silk-Úpil Xpressive Pro epilator leaves me hair-free for four weeks," says British Olympic Games synchronized swimmer and Braun Epilator ambassador Jenna Randall, "As a synchronized swimmer, it`s essential that my legs and body are not only hair-free but silky and smooth, so the Braun Epilator is the perfect beauty tool for me."
You might also be looking for what is often called `pre-emptive skin care`, to help prevent the onset of lines and wrinkles. Research by Olay has shown that dry skin wrinkles twice as fast as well-hydrated skin, so it makes sense to use an appropriate moisturizer; Olay has many to offer including SPF30 Flawless Skin Cream. One makeup trick to try is to use a pink blusher, such as Max Factor`s Miracle Touch Creamy Blush in Soft Pink, and place it on the apples of your cheeks - the bits that bunch up when you smile - for an instant youth-boost.
Keep your hair in prime condition with advice from Olympic Games cyclist and Pantene Pro-V ambassador Victoria Pendleton: "My best hair care tip would be to choose a haircare range that is right for your hair structure," she says. "Working with Pantene has made me realise the importance of this and it really does make a difference."
It is when you hit 40 that greater beauty challenges come your way. You may be more confident and comfortable in your own skin, but your looks will need more maintenance than when you were younger. You don`t have to put up with grey hairs when you can receive professional hair color treatments like Wella Professionals Koleston Perfect or the Color Touch ranges to give you subtle streaks or overall color, nor do you have to suffer with thinning hair when there are innovative shampoos like Wella Professionals Resist Shampoo to help treat the problem.
Finding the right skincare in your 40s means identifying products that work hard for you and tackle common issues such as fine lines and lack of firmness. Olay`s Total Effects range offers a multi-tasking range that combines seven anti-ageing effects in one pot: what more could you ask for?
Boost your skin`s radiance further with appropriate make-up. If you`ve not already tried one, this is the age to get handy with a foundation brush, which you can use to whisk a light covering of make-up across your skin to conceal imperfections, and let your confidence shine with a knockout red lipstick like Max Factor`s Color Elixir Lipstick in Ruby Tuesday.
Once you reach your fifties, and beyond, grooming is increasingly important and paying attention to details will pay dividends. Well-shaped eyebrows will help `open up` the eye area, so if you followed the 70s trends and over-plucked your own you`ll need help from an eye pencil to bring shape back to your brows. Don`t forget mascara, which makes eyes look wide awake, but if black mascara feels too harsh, try Max Factor Xperience Volumizing Mascara in Soft Brown.
Gentle lip colors such as Max Factor Color Elixir Lipstick in Pink Brandy is more forgiving on lips that are showing signs of ageing and cream blushers will give color to your cheeks without looking dry on the skin.
Talking of dry skin, our grandmothers may have delighted in the original Ulay Beauty Fluid, but today, you can enlist the help of the latest high-tech super-creams, such as Olay`s Regenerist 3-point Serum and SPF30 Flawless Skin Cream, which both have serious anti-ageing credentials to keep your complexion glowing.
Keep up your hair color, and keep an eye out for changes in your hair`s texture, too. As we get older, our hair coarsens, which means that taming frizz is an increasing concern. There`s no need to resort to heavy pomades or lacquers of yesteryear, when there are sophisticated products which will do the job for us and deliver smooth shine and controlled frizz.
Victoria Pendleton swears by Pantene`s 24hr Frizz-Fighter: "My hair is really thick and has a mind of its own so frizz is always an issue," she says, "so my favourite Pantene product is the Smooth and Sleek 24hr Frizz-Fighter. It works wonders and smells great, too."
So as you take up the beauty baton for your own age group, take heart. The innovations of modern cosmetic science are with you all the way, making every step of looking after yourself that bit easier ? and more beautiful.
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