We've got used to dealing with wrinkles, but suddenly we're noticing a lack of youthful plumpness. In other words, our features are heading south. Loss of volume is something we all notice once we've passed the Big 40. It's due to changes in bone mass and muscle tone, combined with fat deposits that slip down towards our jaw bone. Add the effects of gravity and 'nuff said! So is this irreversible? No! Cosmetic labs have been quick to come up with anti ageing formulae designed to plump up our features. Research and Development scientists have identified the key active ingredients needed to restore volume. And not just on a superficial level.