The wind has changed. After years of feeding the (illusory?) cult of the quest for eternal youth, the beauty industry is turning to reconciliation with the passing of time. A trend that echoes the concerns of consumers, who are more and more inclined to embrace their wrinkles. Dynvibe, a “social intelligence” agency, has observed the way in which Internet users take hold of the subject of aging well in order to identify their expectations.
Better understanding the signs of age is a subject that interests citizens. “There has been a 15% increase in queries on Google Trends in France over the last five years,” explains Dynvibe. “The related themes that come up the most are quite varied: lifestyle, nutrition, physical activity, stress reduction, self-acceptance, recognition and personal development. Topics related to quality of life and general well-being.”
The general public is talking less and less about anti-aging. On the contrary, their attention is focused on the appearance of the epidermis. “Concerns are changing: a skin that ages well is no longer necessarily wrinkle-free or spotless, but radiant and healthy. It is also worth noting that today, more and more consumers are noticing the impact of mental health on the quality of their skin.”
What solutions?
Rather than trying to make their wrinkles disappear, these consumers are looking to keep their skin hydrated, supple and toned. “Beyond the products and ingredients traditionally used in anti-aging routines (retinol, vitamin C, sun protection), it is important for professionals to investigate the notion of skin health, to offer gentle, non-irritating or aggressive skin care products. But also to explore other related universes such as nutricosmetics, or to create …
