Jo Carey (pictured) is a LloydsPharmacy pharmacist and Head of Skin Services for the UK pharmacy chain. She outlines six effects of ageing on the face and what causes them:

1. Thinner skin – Collagen production breaks down. The skin becomes thinner and fragmented and loses its flexibility

2. Drier skin – The amount of natural moisture present in the skin is reduced and sebaceous glands diminish in number and size

3. Expression lines – Ultraviolet rays penetrate deep into the dermis, causing premature ageing: collagen breaks down, producing lines and wrinkles

4. Discolouration – The skin’s cell renewal process becomes less efficient and it may appear sluggish and lose its healthy glow

5. Areas of dilated arterioles appear – Arterioles are the smallest vessels of the arterial system, which controls blood flow to different parts of the body. Our blood flow and pressure changes as we age and capillaries weaken, showing as small thread veins

6. Loss of elasticity/firmness – Free radicals are oxidised when activated by stress, pollution, smoking and UV light. They attach themselves to the skin’s surface and damage it by making it less firm and can cause sagging, wrinkles, premature ageing and changes in pigmentation.

In short, these changes lead to fine lines, wrinkles and skin that is less supple, saggier and more discoloured. So how can you help your customers fight back?