Bucks salon The Belmore Centre launches new anti-ageing treatments to satisfy booming mature market


Aylesbury health and beauty clinic The Belmore Centre has introduced a new menu of anti-ageing treatments in response to its growing over-50s client base, which includes a 20 per cent rise in male customers.

With forecasters predicting that the anti-ageing market will approach a value of £4 billion in Britain by 2024, the Stoke Mandeville salon has noted a rise in demand for services such as anti-ageing facials, eye treatments and eyebrow shaping for women, while mature men are booking in for back massages and waxing.

With 25 years of experience in the beauty business, MD of the Belmore Centre, Caron Vetter, explains: “I have seen spectacular growth in anti-ageing treatments desired by women. Men are catching up and there isn’t a stigma now for men who what to buy anti-ageing retail or have regular grooming or beauty treatments.”

The salon’s new treatment menu includes a Diamond Peel hand treatment, a Chromatherapy Facial and non-surgical facial, Caci, which specifically targets the needs of mature skin.