The Swedish based company has announced the new Ecollagen range in a bid to conquer the booming anti-ageing market, a trend that is favoured by consumers attempting to fight ageing signs such as fine lines and wrinkles.

Created with a Tri-Peptide complex, it is claimed to repair skin damage by stimulating the skin's own collagen production to re-plump wrinkles from within. With this method said to visibly reduce their appearance, the new range aims to push the company forward in the competitive anti-ageing market.

The Ecollagen range comprises of a day cream with SPF 15 protection, Ecollagen night cream and an eye cream.

A team of scientists at the Oriflame global technical centre developed the Tri-Peptide technology to ensure the product range fell in line with the growing consumer desire for products that are natural and ethical, with the range consisting of three peptides derived from natural sources.

The company developed each peptide to target a specific skin need. The energetic peptide is a rice extract that is claimed to boost cellular energy production.

Made as a yeast peptide, the Collagen peptides are said to boost collagen synthesis, whilst the Anti-Oxidant peptides are made with wheat - allegedly boosting the skin's self defence mechanism.

Consumer tests carried out by the company reported that after two weeks 81 per cent of female volunteers noted a difference in skin tone after using the day and night cream.

Likewise, after eight weeks, 79 per cent of women said their wrinkles were visibly reduced, with 78 per cent stating that their skin looked smoother.

Results for the Ecollagen eye cream were equally as positive, with 98 per cent of women stating that after just two weeks of use their crow's feet were visibly reduced.

After four weeks of use 72 per cent of volunteers said that the dark circles under their eyes had been reduced.

According to the company each product contains natural ingredients Sweet Almond Oil and White Tea, used for their high anti-oxidant properties and anti-wrinkle effects.

The anti-aging market has hit such heights that it is now the leading segment within skin care, having an annual growth rate of 11.3 per cent expected by 2010 - one of the highest growth rates for the whole cosmetics industry.