Speaking ahead of the upcoming in-cosmetics Asia event next week, Bone tells CosmeticsDesign-Asia.com that the attractive anti-ageing market still holds great potential to recruit new users to the segment as the benefits traverse the boundaries of skin care and become embedded in our consciousness.
The trends experts says it is also driven by education about damage from exposure to the sun, environmental pollution, and lifestyle issues, which more introspective consumers are becoming mindful of.
Having conducted vast amounts of research on the latest market trends, Datamonitor suggests that the future focus, at least on a macro level, will look to be around retinoids, antioxidants, peptides, and sunscreen.
“There are parallels here with advances in anti-ageing because science is bringing a new dimension to anti-ageing technology,” says Bone.
“Companies are clearly investing heavily in R&D to capitalise on the high consumer interest in anti-ageing and cosmeceuticals, as seen by the ever-expanding range of biologically active (and branded) ingredients being used.”
In the analyst’s own view, too many scientific buzzwords in the marketing of beauty products leave consumers confused and disenchanted. He cites Living Proof’s example as one which wins the trust of the consumer as it is developed by biotech scientists and fronted by Hollywood actress, Jennifer Aniston; and it is performing well at present.
Science and technology
So what is next for the anti-ageing market? Bone explains that things like incorporating stem cell technology to deliver anti-ageing – including boosting skin metabolism with stem cell technology, are amongst the emerging trends.
Another innovation platform will be targeting a cells’ DNA to promote a youthful appearance and capitalising on the anti-ageing properties of genomics.
“Alongside traditional methods of tackling grey hair, developments in orally ingested pills which claim to reverse or prevent the greying process are growing,” he continues.
“This gives consumers an entirely new way of tackling the greying process. Many brands claim that the effects are permanent which has the advantage over traditional colourant products as permanent dyes require re-colouring on a regular basis.”
The segment is in its infancy but could enable pharmaceutical firms to further expand into the hair care category, says Bone.
Anti-ageing in the West traditionally refers to wrinkle reduction but in Asia, it’s about reducing dark spots. Although lines and wrinkles continue to be a key driver of anti-ageing skin care sales in Western markets, expectations of products in the category are changing, according to Bone.
“Moving forwards, in an attempt to achieve youthful-looking skin, consumers will seek anti-ageing products claiming to target skin-tone issues,” he says. “Hence, skin whitening, brightening, and radiance claims have become highly relevant to the marketing of anti-ageing skincare products.”
“While the concept of anti-ageing will remain high priority, consumers are spoilt. Anti-ageing benefits will not just be limited to personal care products, but rather will mean a lifestyle change e.g. eating healthier, drinking more water, exercising more, etc. to slow down the ageing process,” ends Bone.
Daniel Bone will be giving two presentations at in-cosmetics Asia:
- Trends to Watch in Anti-ageing – 30 October 2013, 15:00 – 15:30
- Trends in Brazilian Beauty and Personal Care – 31 October 2013, 14:00 – 14:30
For all the latest information about what's on at in-cosmetics Asia 2013, visit http://www.in-cosmeticsasia.com