What if the beauty industry accompanied consumers throughout their lives by adapting routines to specific periods? This was the premise put forward by Michael Nolte, Creative Director at Beautystreams, at a symposium organized by the foresight firm on June 11, 2024 in Paris.
For many years, the beauty industry has focused on specific targets. Yet, from birth to the end of life, consumers need skincare products.
It was with this in mind that the Beautystreams teams conceptualized their idea of “lifelong care”. “The increase in average age, longer life expectancy, the liberation around hormonal changes and the expansion of inclusivity are all levers that will make ‘lifelong care’ a major trend,” explains the expert.
According to Michael Nolte, this concept revolves around three sub-trends in particular.
Health and beauty
Longevity goes hand in hand with the habits we adopt. “A person born in the United States can live for 77.5 years. But he or she can only expect to be healthy for 66.1 years. 20% of the average lifespan is dictated by genes, while 80% is influenced by lifestyle and environment.” To keep up with this trend, brands can design dietary supplements that work in synergy with topical skincare products. “They can also offer sporting challenges (rewarded with gifts if successful) to motivate their customers to be less sedentary.”
The issue of longevity revolves around inclusiveness. It is essential to accompany consumers throughout their lives, and therefore to adapt formulas to major changes …
