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The search for youth is starting younger. In the aisles of Sephora, more anti-aging products are being marketed to women in their 30s and even their 20s. "We now have clients in their early 20s shopping in the anti-aging category," says Allison Slater, vice president of retail marketing for the cosmetics retailer. When the Algenist anti-aging line was launched at Sephora last March, baby-boomer women older than 50 were the intended customers for its creams and serums, which saturate skin with nutrients and an ingredient extracted from algae.
