Brits worried about skin care but are not doing much about it

By Andrew MCDOUGALL

- Last updated on GMT

Brits worried about skin care but are not doing much about it

Related tags Skin care Ageing Gerontology Senescence

It appears that UK consumers are concerned about skin ageing, but this is not reflected in their behaviour as few have adopted a daily routine; and this could be down to brands not connecting with the majority of people who are most interested in their products.

According to a new study by market researcher Canadean, one in five UK consumers are concerned about skin ageing, but only one-third of those who are worried have adopted a regular anti-ageing skincare routine.

In the survey, 33% of consumers admit that they are worried about ageing, with respondents across all age groups aged 25 and over expressing similar levels of concern. Moreover, 20% say that they are concerned about their skin showing signs of ageing, such as fine lines and age spots.

Connection failure?

According to analyst Veronika Zhupanova, this indicates that marketers are failing to connect with a majority of consumers who are most interested in their products.

“There seems to be a gap between attitude and behaviour, as consumers are interested in counteracting ageing, but they do not adopt anti-ageing skin care routines,”​ she says.

“Reasons for this behaviour could be price, product availability or consumers simply not knowing what products to use or how often.”

Older market missing out

One particular area for concern is with older consumers as results from this study suggest that those aged 55 and over are the least likely to act on skin ageing concerns.

Canadean states that over half (56%) of concerned 55+ consumers have not done anything about their concern, which is the  highest number among all age demographics.

The research suggests that by focusing too much on young adult women, the skin care industry might miss out on 55+ consumers.

“Manufacturers don’t get their messaging right when they talk to older consumers. This group is comfortable with their age, they don’t feel old and they don’t want to be treated as desperately clinging to youth,”​ adds Zhupanova.

“To achieve success among those aged 55 and older, skin care producers need to offer them inclusive products that promote good-looking, well-groomed skin as well as attractiveness, as opposed to treating their age as a burden that needs a relief.”

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Related suppliers