For a few years now, the trend has been to better accept the passing of time and its effects on the skin. The Benchmarking Company, a research firm, conducted a survey among a sample of American women in order to know their position on ageing, the way they apprehend it and better define their cosmetic expectations on the subject.
The survey was conducted in March 2023 among a panel of 3423 American women.
No more youthism. 82% of the respondents explain that women should be proud of their age.
However, 67% of respondents said that their appearance is important to them. 96% of respondents said they are flattered when they are told they don’t look their age.
Know how to take care of your skin
98% of the women in the panel explain that prevention is the best anti-aging. In fact, Millenials start using targeted skincare from the age of 35 and Z women from the age of 23.
They are 94% to think that having an adapted cosmetic routine helps delay the appearance of the first signs of aging. But beauty products are not everything: 92% believe that the in&out approach is necessary to fight against wrinkles.
Overall, 70% of the panel buy anti-aging products.
Purchasing factors
Women expect real and authentic communication from brands.
The respondents insist on the need to select models whose appearance is consistent with the product presented (81%). They are against the fact that advertising campaigns are retouched (78%).
Finally, they want the muses to be natural (73%) and not to have undergone …
