MORE THAN ONE THIRD OF BRITS EXPERIENCE SKIN ISSUES LINKED TO AIR POLLUTION

ver 70% of Brits have concerns about the detrimental effects of air pollution on their skin and as cities grapple with increasing pollution levels, it’s no surprise that skin health is a growing concern.

New research conducted by Westfield’s How We Shop platform unveiled the concerning reality that over a third (38%) of Britons believe they have experienced skin issues due to air pollution with prevalent issues among Britons including dryness (54%), increased dirtiness (45%), blemishes (21%), and early signs of aging (20%).

As concerns among UK consumers continue to mount, significant shifts in daily skincare routines are being undertaken to mitigate the adverse effects of air pollution. Notably, a third of Britons (31%) have transitioned to using gentle cleansers designed to remove pollutants without stripping natural oils.

Westfield is offering complimentary consultations with leading skin expert, Dr. Ejikeme at its two London centres to educate shoppers on the specific impacts air pollution has on their skin and giving tailored recommendations on products and routines to boost their skin health.

While women continue to lead in the adoption of such skincare products (57%), a remarkable 43% of surveyed men have also begun investing in anti-pollution skincare solutions. Notably, individuals aged 30-44 are the most frequent purchasers of these items, with leading brands such as Dermalogica, Cerave, and Elemis emerging as popular choices. The Beauty Edit event arrives at Westfield London on 28th March and offers shoppers a free expert skin consultation, workshops, express manicures and more. For more information please visit: https://www.westfield.com/united-kingdom/beauty-2024