Ageing: How consumer voice is disrupting the beauty industry

By Natasha Spencer

- Last updated on GMT

Ageing: How consumer voice is disrupting the beauty industry

Related tags: Anti-ageing skin care

As Daphne Kasriel-Alexander, Consumer Trends Consultant at Euromonitor International revealed the changing voice of ageing consumers, we consider how this may have a rising influence over the marketing campaigns and product messages that anti-ageing products adopt.

Consumer choice

Growing numbers of anti-ageing purchasers are embracing an assertive and confident stance when it comes to product demands.

The consumer voice of the over-50s market is bigger, and so brands are responding to this assertive, outspoken and demanding demographic, Kasriel-Alexander revealed in her interview with Euromonitor International.

The baby boomer generation forms part of this demographic, and as in 2017, over a quarter of the planet’s population is over 50, their consumer voice is collectively characterised as “concerned, yet inspired”.

This voice, paired with the Midorexia perception of ageing that is seeing older consumers investing in new beauty trends and active sporty lifestyles, the over-50s market opens up a diverse set of opportunities to the beauty and personal care markets.

Trending industry updates

Breakthrough antioxidants that capture the innovative and creative flare of biotechnological hubs through using ingredients such as flowers, snail slime and seaweed is sought after by the older demographic.

Colourful make up applications are also creating visual appeal, with bright eye colours, brows and styling routines encouraging over-50s cosmetics consumers to find cutting-edge beauty buys.

Marketing messages may also follow a similar strategy by focusing on promoting vitality and vibrancy. Anti-ageing creams are part of the rising 24-hour beauty trend with natural ingredients and their benefits substantiated and communicated via packaging claims that strengthen uptake.  

Interests and expectations

In 2016, Nica Lewis, Global Skin Care Analyst, in-cosmetics Group, released the ‘Revealing the Future of Anti-Ageing skin care report. In it, Lewis emphasised how new and innovative anti-ageing trends are set to concentrate on engaging ingredients and formulations that reduce stress, protect from pollution, provide non-invasive skin care solutions and contain plant-based actives​.

In addition to these, in 2017, manufacturers and marketers are having to consider overall ageing attitudes as these are having a crucial impact on the direction of the anti-ageing sector.

Through challenging concepts behind traditional product releases and changing the nature of the ageing sector, cosmetics creators and beauty brands may opt to remove age limits from their demographics and specifically target over 50’s evolving needs instead.

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