You don’t need to begin an anti-aging regimen until you start seeing signs of aging, right? Not according to Generation Y. A recent study by the NPD Group, Women’s Skincare In-Depth Consumer Report, reveals that attention to anti-aging skincare rapidly increases around age 24 and indicating that members of Generation Y are interested in taking preventative measures to keep wrinkles at bay.

The study attributes this new perspective to heightened product awareness and communication, savviness navigating the online retail space and increased reliance on advice from older generations (i.e., daughters consulting their mothers and grandmothers for skincare advice).

Our opinion? The early bird gets the worm!

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