Boots Ireland has conducted a nationwide survey with Gen X women in Ireland (those born between 1961 and 1981) and have revealed how the concept of beauty is ever changing.

Fortunately, the findings were largely positive with more than three-quarters of the women in Ireland polled saying they feel confident in the way they look now, with nearly half reporting that they feel even more confident than they did 10 years ago. 

Even better, 41% of Gen X women surveyed said that the older they get, the more natural they want to appear when it comes to their skincare and beauty.

"Embracing the ageing process, for a lot of women now, has become a  lot easier because we're understanding our skin and our bodies," says brand ambassador Amanda Byram.

"We're getting slightly healthier, fitter, trying to stress less - all of that has an effect on your skin, so women are looking younger naturally," she continued.

We need your consent to load this Instagram contentWe use Instagram to manage extra content that can set cookies on your device and collect data about your activity. Please review their details and accept them to load the content.Manage Preferences

In fact, Amanda has created quite a comprehensive skin care routine which she says has evolved considerably since her 20s when she spent her working life covered in heavy make-up while working outdoors in sunny LA, a habit that led to clogged pores and dark spots.

"I really started getting paranoid about fine lines in my 30s. I remember specifically looking in the mirror one morning and thinking, 'oh s**t, it's happened'," she laughed. "Then I ended up spending a fortune in skin clinics in Los Angeles and my skin did look good but it's just not sustainable, so that's when I started studying nutrition."

We need your consent to load this Instagram contentWe use Instagram to manage extra content that can set cookies on your device and collect data about your activity. Please review their details and accept them to load the content.Manage Preferences

Armed with a degree in nutrition and Personal Training certificate, the TV presenter gained a new understanding of her skin and devised a daily skin care routine that works for her. 

Step 1: Hydrate
"When I wake up, I like to splash a little water on my face and let it wake up for a little bit. I treat my face like I treat my body - I let it wake up."

"Also, I try to drink a litre of water first thing in the morning because it's important in rehydrating your skin."

Step 2: Cleanse 
"When I get going, I'll use a cleansing gel or cleansing foam in the shower which gets rid of any sweat from over the night." 

Step 3: Moisturise
"A moisturiser is an absolute must whether it's a serum or serum and a cream or a cream and oil - I mix and match. I mix brands, textures, forms of moisture.

Step 4: Skip a step
"I don't tone. I've never been able to tone, it bores me so much! I don't know why."

We need your consent to load this Instagram contentWe use Instagram to manage extra content that can set cookies on your device and collect data about your activity. Please review their details and accept them to load the content.Manage Preferences

Step 5: Exfoliate
"I only exfoliate once or twice a week. Living in London now and being on the tube means your skin gets dirty and grimy."

Step 6: Take it off
"In the evening time, make-up will always come off at least within an hour of coming home. My skin needs to breathe."

Step 7: Do it all again
"Cleanse, eye make-up remover and moisturise but at night I use much heavier creams and serums. A serum and then an oil and then a cream - I'll mix and match. My skin changes all the time so I'll use what I think is right.

Step 8: Stress Less
"I try to meditate at least once a day - it doesn't always work like that - because stress has a big effect on my skin. I try to de-stress a lot more, stay out of stressful situations and in the evening, if I have time, I'll sit down with my rose quartz roller and organic oil and I have a Chinese roller as well, which gets your skin and muscles moving. I've really noticed a huge difference."

Boots Ireland have launched two new serums from their No7 Laboratories franchise - the No7 Laboratories FIRMING Booster Serum and No7 Laboratories DARK SPOT CORRECTING Booster Serum.