British women will buy ineffectual anti-ageing products, according to new research

Three quarters of UK women seek to delay the effects of ageing with beauty products or procedures, however 25% say they’re sure the treatments that they use are not effective.

These findings are the result of a recent study conducted by discount website, which also indicates that the UK women over 30 spend around £250 each per year on anti-ageing products.

Surprisingly, of those women who admitted that their current anti-ageing therapies were having no effect, almost half (48%) said that they continued to purchase the products or treatment anyway due to “fear of looking old”, and 36% said they did so as a way to feel good. A quarter still holds out hopes that they would begin to work over time.

The research surveyed 2,173 UK women aged 30 and over.