The slogan of a television campaign by a local cosmetics company is "Wrinkle worries, good night". The face and voice behind the line is actress Ko So-young, whose skin looks flawless.
In the opening scene of a different ad, another young actress, Son Ye-jin, is shown twisting on rumpled bed linens. "Wrinkles are a woman's worst nightmare", she says.
Moments later, Son is shown peering into a mirror that reflects porcelain skin, implying that she is happy with the result of the product she has in her hand.
Products and treatments that promise to slow down the aging process by preventing, reducing or even removing signs like wrinkles have long been a big business, but the market is expanding to target consumers of all ages.
Ohui's Age Science Wrinkle Repair, the product that Son is promoting sold about 20,000 units nationwide in less than three weeks of its launch in September. It is expected to record sales of 700 million won ($ 7 million)
Seo Hee-joo, a spokeswoman for The Face Shop, a moderately priced local cosmetic brand, says that while wrinkles are a natural part of aging, wrinkles are not all the same.
"As the nature of a wrinkle varies from one age group to another, it's only natural that the methods of preventing wrinkles differ according to age", Seo said.
That is the idea behind the many brands launching products aimed at different age groups.
Women, when they first start to show signs of aging in their 20s, will notice fine lines appear in the eye area.
Wrinkle Stop Adenosine Intensive Eye Cream by The Face Shop is a relatively affordable choice. The 14,900 won ($15) cream claims that it is effective in improving the appearance of wrinkles with adenosine, a substance that promotes tissue repair and reconstruction.
Clinique offers Moisture Surge Refreshing Eye Gel, available for 42,000 won, which promises to restore and nourish the sensitive eye area.
The lips and forehead are the next areas prone to wrinkles, because skin loses its firmness as women move into their 30s.
Beauty Credit's Amino+Collagen Essence is one of the best bargains on shelves (9,800 won). It claims to firm skin with amino acid and collagen as well as nourish skin with pomegranate extract.
Wrinkle Stop Intensive Night Ampoule by The Face Shop is a four-step process that is applied before a night's sleep. Formulated with adenosine and vitamin B3, it claims to penetrate quickly to smooth out even deep creases. A set of four 6 ml ampoules costs 16,900 won.
Signs of aging accelerate when women reach their 40s. As metabolism slows down, complexions can loose their glow and all the areas of the face are likely to fall victim to wrinkles. Wrinkles also set on the neck and inner chin. Functional products packed with nutrients are marketed to women in this age group.
The Face Shop's M-10 Facial Treatment Serum (10,900 won), a formula made of olive oil, grape seed oil and tocopherol acetate, is said to moisturize and promote blood circulation to deliver significant visual reduction of both fine lines and deep wrinkles.
For 14,000 won, you can try Vitamin E Creamy Neck Gel. It claims to prevent lines from appearing on the neck by providing the wrinkle prone area with vitamin E.
Amore Pacific, the nation's largest manufacturer of cosmetics, in its 2007 market forecast report said that demand for anti-wrinkle, anti-aging products will continue into the new year.
The report also said that consumers are expected to continue to look for products made from all natural ingredients that will protect skin tired from environmental factors like air pollution.
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