Anti-aging body care products hit US consumers

By Katie Bird

- Last updated on GMT

Related tags: Skin, Marketing

Body care is the latest product category to tout anti-aging
benefits as manufacturers attempt to tap into this ever expanding
market.

Sonya Dakar, known for her facial anti-aging range, will release a new range of anti-aging body products early next month. All Body is a range of anti-aging products designed to treat the aging skin of the body in the same way as Dakar's facial range. "Every part of the body gives away age. Taking care of the entire body and making it part of your skin care program is key,"​ explains Dakar. The range includes Dakar's signature ingredient flaxseed oil, as well as walnut shell and bamboo stem powders, and linseed, sweet almond and sunflower oils. The six products, including an omega hydrator and a nourishing body oil, promise to hydrate and brighten the skin and to protect against further age related damage. The range is one of the first in a new category of body care products specifically marketed as anti-aging. "It is quite a new phenomenon but one that we had been expecting to see for some time"​ said Euromonitor analyst Diana Dodson. Although many anti-cellulite products may have anti-aging qualities, they are not positioned as such, explained Dodson, adding that All Body may be one of the first body ranges to specifically market itself as an anti-aging range. The range joins a growing number of products not traditionally associated with anti-aging claims - notably hair care - that aim to reap benefits from the strength of this growing sector. A number of anti-aging hair care ranges have hit the market in the last few years such as Dermaplus' scalp conditioning treatment Keracyte, launched in June last year. The product is derived from the company's patented active ingredient Elastatropin, which forms a key ingredient in its anti-wrinkle treatment DermaLastyl. According to the company, Keracyte has been formulated to stimulate hair follicles to make existing hair shafts thicker, stronger and longer, giving an impression of more luxurious and youthful looking hair. In addition, Jan Marini Skin Research launched an Age Intervention Hair Revitalizing Conditioner in spring 2007 that claimed to improve the appearance of hair suffering from aging, as well as environmental and chemical damage. According to Mintel the growth of the anti-aging market continues to look strong. The market research company predict that the US market for anti-aging products will double by 2011.

Related topics: Skin Care

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