The business of anti-aging products is undergoing a major shift. Consumers are considering which are the right products for healthy aging as early as their 20s, as they seek ways to prevent future health problems and aging signs from appearing. The market share for beauty brands with aging lines can be driven by these new sensitivities as, in fact, according to figures published by ThoughtShift, women between 18 and 34 years old are the biggest portion of the cosmetics market.
A wider trend has been identified, in which skin care is understood as part of a holistic wellness movement, that embraces both nutrition and beauty routines. Just in the UK, 64% of consumers aged 16–24 have said that products and services that promote well-being should be more widely available. A concern about glycation skin and the relationship between sugar and skin health has also become part of the discussion, as proven by the big numbers of search queries demonstrated on Google Trends. Beauty brands must adjust to these new sensibilities by catering to younger generations and their concerns, while continuing to offer effective treatments that not only treat but also prevent aging signs.
A gap for beauty brands: Prevent aging before it happens
Up until now, the beauty industry has generally focused its anti-aging messages towards anyone over the age of 40. However, this tendency might have been neglecting the potential of other generations (from middle-age to pre-senior adults) who have shown many signs of being ready to purchase products that fight aging signs.
In fact, according to a survey published by the New York Post, 30% of women under 35 use anti-aging products, and so does one in five women under the age of 24. On the other hand, other surveys suggest 22% of younger men in the UK are spending more and more time on their grooming routines. Thus, targeting younger generations with pro-aging narratives can become a great opportunity for beauty brands. Changing paradigms in the markets means there are at least three ways in which beauty brands can use this moment to drive their growth:
1. Develop products that focus on the face and eyes
Both face and eyes are the two key areas of aging concerns for younger generations, as these are typically the two places where signs of aging first appear. In fact, 23% of Generation X are specifically looking to address signs of aging around the eyes.
Dark circles, puffiness under the eyes, droopy eyelids or crow’s feet are all phenomena related to a mature age and younger people are ready to purchase products that prevent them or delay their surfacing.
This is where a significant role can be played by solutions like Eye’fective, a combination of white flowers’ essences that produces visible effects for a rejuvenating look in this key area. This natural ingredient causes a visible revitalization around the eyes, helping consumers prevent aging signs rather than reacting to problems. In this context, in vivo and in vitro tests have proven Eye’fective to generate:
- A 75% reduction in glycation skin.
- An increase in collagen synthesis, preventing its degradation and thus producing denser skin and a rejuvenated look.
- An eyelid lifting effect.
- An improvement in blood circulation, reducing dark circles in just 14 days.
2. Respond to the consumers’ demand for natural, healthy products
As part of a holistic approach to health, consumers are demanding products with proven benefits in preventing or delaying certain processes. This is directly related to the use of natural ingredients in the beauty industry, a trend which was estimated by Grand View research to drive the natural, eco-friendly market segment at a growth rate of 5%.
Flower and plant-based extracts have become the driving force for both big and small beauty brands, drawing knowledge from traditional medicine around the world. Both the hawthorn and the Arabian jasmine are examples of this trend, their chemical compositions put to work in order to reduce aging signs through Eye’fective.
3. Reach a new target audience through digital media
Reaching younger generations with a new healthy aging narrative will require brands to transform their communication and marketing strategies. Although Millennials are considered to be the first digital natives, Generation X is also active online. This makes them an easy-to-reach group through multi-channel marketing campaigns in which the benefits of preventing glycation skin and aging signs at an early age can be highlighted.