The beauty industry has always made cosmetics to fight against the signs of time. Yes, but the profile of consumers is changing and their expectations are no longer the same. At the Anti-Aging Skin Care Conference, held in London on November 29-30, 2022, beauty industry consultant Deanna Utroske gave a glimpse into the general public’s anti-aging desires.
The population is aging. Generation X (born between 1960 and 1980) is the most represented worldwide. They spend significantly more than any other generation (44% more than the baby boomers and 18% more than generation Z).
“Moreover, the WHO predicts that by 2050, there will be more than 2 billion people over 60 years old and that the same year, there will be more than 425 million people over 80 years old. Thus, beauty consumers are aging, because to age is to live.”
A new way of understanding the signs of aging
While aging is inevitable, not everyone sees it in the same way.
While some people treat the potential signs of aging preventively, others are going to start repairing it once the skin damage has occurred.
More and more consumers are anchored in the present. They just want to live well with their ageing and are looking for brands that promote this self-acceptance. “And players like Better not Younger are intent on changing the conversation about aging. Founder Sonsoles Gonzales explains on her website that age is a way to unleash potential, a daily opportunity to be more beautiful without looking younger.”
A more inclusive positioning
Since no one …
