What if the cult of eternal youth was coming to an end in the skincare world? This is the idea put forward by the trend agency Beautystreams in its manifesto “Stop age anxiety.” On the occasion of the Journée de la Beauté organized by CEW France on September 21, 2023 in Paris, two of the firm’s experts (Michael Nolte and Élodie Vicini) came to explain why cosmetics brands need to help consumers age better.
“The beauty paradigm is changing,” begins Élodie Vicini. “And this can be seen first and foremost from a demographic point of view. Between 2015 and 2050, the proportion of the world’s population aged over 60 will almost halve, rising from 12% to 22%.”
Putting an end to age-related stereotypes
Many consumers are stressed by the idea of aging. According to the two experts, over 50% of women aged 18-24 say they want to incorporate anti-wrinkle products into their routine.
“Everyone is exposed to age-related anxiety and the damaging effects on self-esteem. Today, teenagers feel the pressure to prevent the first signs of aging. This phenomenon is exacerbated by social media. Adults believe that youthful appearance is associated with vitality, hard work and success in love. Older people are stressed, because they feel disconnected and excluded from active society,” analyzes Michael Nolte. “What if well-being and balance were the beauty industry’s main mission? What if the first wrinkle was the beginning of a new chapter? What if every wrinkle was considered a milestone? What if health was more important than appearance?”
The era of ageing well
According to both experts, the market is evolving.
For example, the industry has always promoted …
