‘Pursuit of healthier lifestyles is transforming ageing stereotypes’, suggests expert

14-Mar-2018 - Last updated on 14-Mar-2018 at 10:46 GMT

Redefining anti-ageing has been on the industry’s agenda for a while, and one market analyst suggests consumers are now leading the way on how they want it to be defined.

Kseniia Galenytska is Senior Beauty and Fashion Analyst at Euromonitor International.

Galenytska will be speaking on ‘Health living and the new face of healthy ageing’ at the Marketing Trends Theatre on Tuesday, 17th at 10.15 at in-cosmetics Global in Amsterdam.

Find our additional interview with Galenytska on the leading brands in this sector here.

Can you give an overview on some of the key shift in trends for anti-ageing? Are there new trends that are emerging?

The pursuit of healthier lifestyles is transforming stereotypes about ageing across all demographics. Recognition of prevention throughout all life stages is paramount.

Younger consumers are pursuing prevention over cure strategies when it comes to ageing.

At the same time, Baby boomers are redefining ageing.

They are less conservative than their predecessors and are influenced by media images of active and wrinkle-free models and celebrities.

They are generally unwilling to take a passive attitude towards ageing, and are attempting to remain youthful, healthy and energetic for as long as they can.

According to Euromonitor Beauty Survey, the demand for anti-ageing products that help to prevent skin aging, such as sun protection is increasing.

At the same time the adoption of anti-ageing labelled products is decreasing, as consumers are shifting from the ageing “stigma” to skin renewal, with a focus on preserving healthy skin whatever the age.

Thus, preventative categories, notably facial moisturisers and masks are the growth drivers in BPC.

Consumers realise the benefits of maintaining hydrated, nourished and deep-clean skin to prevent future issues such as photo ageing, and these categories increasingly cater for these demands.

Why are these trends emerging now?

Advances in technology have opened people’s eyes to the possibility of living longer and provided them with the means to help themselves through self-education.

Technology has accelerated the behavioural transformation towards preventative health with devices, digital platforms and scientific evolutions facilitating health tracking, diagnosis, general health awareness and personalised prevention concepts, supporting the newly-forming self-care model and approach by consumers today.