Wrinkles are one beauty hazard that most women (and men) are keen to avoid and there are few things that people won’t try; from Botox to facials, fish oils to extreme exercise routines.

However new research funded by Olay and printed in the June issue of the British Journal of Dermatology has shown that moisturisers are the key women with well-hydrated faces tend to develop persistent wrinkles more slowly than those with dry skin.

The results showed that an average 28 year old woman with dry skin would have had an increased amount of visible wrinkles by 52% by the time she reached 36. However if she had well-hydrated skin, the visible wrinkles would have increased by just 22% over the same time frame.

The research took 122 females aged between 10 and 72. The study started eight years ago when the women were photographed with their faces in neutral and smiling poses. The hydration levels of the skin were also noted. Eight years later, the women were photographed again using the same poses and the photos examined for differences.

The biggest finding was that the quality of the womens’ skin at the start point eight years ago determined how quickly wrinkles appeared.

So, it appears that keeping your skin well hydrated is the key to keeping wrinkles at bay. It is also important to keep the skin protected from UV light which can cause loss of elasticity and therefore promote early wrinkles. Experts also recommend exfoliating once or twice a week to speed cell turnover and keep the skin looking fresh and radiant.