Wrinkles and dark circles top British women's concerns

Anti-ageing ingredients have the biggest influence on British women when buying skincare products. Research carried out by discount voucher site Promotional Codes found that over 70% of 25 to 65 year olds look for anti-ageing and anti-wrinkle claims when buying skincare.

More surprisingly, the second biggest concern for women is dark under-eye circles, with 59% of those surveyed looking for products that tackle the problem.

Sensitive skin was the third biggest consideration, with 54% of women opting for products that help reactive, dry skin.

Products that firm and tone skin are also a must for over a third of women. Last week, Professional Beauty reported that toning the stomach is a key area for British people aged 25-34 when getting into shape.

34% of women also look for anti-blemishing products, 21% buy products that offer fake tan or a tinted moisturiser. Skincare products that have hypoallergenic, spf and organic properties are also important with 21%, 14% and 9% of women choosing these products respectively.

Ethical products that are fairtrade and do not test on animals are also a consideration, with 2% of women deeming this an important factor.