An interest in cosmetics which provide added benefits is seeing continued demand among the British public for anti wrinkle properties and sun protection, according to one beauty expert.

Zara Rabinowicz explains that consumers are adopting a "two-pronged attack" approach to shopping for makeup and other cosmetics products.

As a result of this, they expect to see added effects beyond the simple beauty enhancing features that their cosmetics of choice offer.

Desirable characteristics that many people look for include protection against the sun and anti wrinkle benefits, she suggests.

"The anti-ageing market is huge as everyone is constantly searching for a way to stop the clock," Ms Rabinowicz says.

She argues that a product which does not offer sun protection is now relatively unusual.

Meanwhile, the base formulations used in different cosmetics are also coming under scrutiny from a savvy public.

She notes that mineral-based and mica-free products are particularly desirable to these types of consumers.