The Future of Beauty: consumer demand for ‘ageless’ claims revealed

Among the insights raised in the study by real-life consumers was the rising demand for connectivity and digital solutions, and a move towards ‘ageless’ claims when it comes to the anti-ageing skin care category.

Mariel Brown, Director of Futures, Seymourpowell will be speaking on ‘The new beauty behaviours’ at the Marketing Trends  Theatre on 18 April, Wednesday, 13.15 – 14.00 at in-cosmetics Global​ in Amsterdam..

Here are some of Brown’s key insights from the Seymourpowell study, in the second part of our exclusive interview. Find part one here​.

Who will be the key consumer target in the next ten years?​

Gen Z are entering the workplace now and will have a disposable income. They’re an interesting group. Unlike their millennial predecessors this group are pragmatic and will be looking for brands and products that offer efficacy along with ethics.

At the other end of the scale, Gen X (who are often overlooked in favour of the more outspoken Millennials) will hold significant spending power and will be entering a life stage where their functional needs from products will start to shift.

Wise brands should be making plans to entice this affluent consumer segment.

Any top tips for beauty and personal care brands in how they can respond to the new beauty behaviours?​

Relatability will be vital for brands in the future.

Consumers want to be able to see something of themselves in the brands they buy in to. It’s therefore going to be vital to understand the nuances of consumer attitudes.

Consumers want brands to embrace them as they are rather than trying to transform them into someone they are not.

Success will come for brands who are good at listening to their consumers.

Brands traditionally have been message ‘broadcasters’, in the future they’re going to need to develop deep listening skills and shift towards being ‘receivers’, as consumers now co-own their brand experiences.

To give an example of what I mean by getting the nuances right, one of the respondents we interviewed, Tricia, who was in her 70s, told us that she found the now popular term “ageless” (which was created to reflect the Baby Boomer generation young at heart attitude) highly offence.

She told us “most of the beauty industry believes that if you’re older you must want to be younger; that’s a complete myth… ageing is part of survival. So you’re very privileged to be older”.  For her the term “age love” felt more fitting.

So, listening and getting the nuances right will be key to navigating the future successfully.