Redefining Anti-Aging Marketing Strategies for the Beauty Industry; Creating alternative terminology and approaches that resonate with consumers
In today's society, the term anti-aging is used freely and widely to describe beauty products that claim to arrest or even reverse the signs of aging. But should beauty companies be adapting their messaging to changing consumer attitudes?
Globally, skincare is the category with the most developed anti-aging products sector. In 2015, this sector was worth $15,663.38m. Asia Pacific stands out as being the largest and, arguably, most developed region for anti-aging skincare, larger than the Americas and Europe combined.
Loss of consumer trust should be addressed with a more positive approach focusing on the use of beauty products to boost self-esteem and to achieve healthy-looking skin through sun protection and good nutrition. Companies need to provide consumers with the means to evaluate whether the products they use actually work.
At a recent in-cosmetics conference, Antoinette van den Berg, founder of Future Touch, declared that old will be cool in the future. How the beauty industry interprets this will be of key importance to the future success of the category.
Redefining Anti-Aging Marketing Strategies for the Beauty Industry sets out to explore how anti-aging terminology is utilized primarily within the skincare sector and its migration into body care, haircare, and make-up. Data from Canadean's 2014 and 2015 global surveys will help shed light on consumers' knowledge of and attitudes towards anti-aging claims, while highlighting the importance of ingredients, whether natural or science-led, in brand choice.
Key takeaways from this report will include:
How attitudes towards anti-aging claims vary by region.
The beauty claims that resonate most with consumers.
How brands can better target older consumers, who are currently under-represented within the beauty industry.
Alternative ways to market anti-aging products.
Reasons To Buy
Identify the beauty claims that resonate most with consumers.
Assess alternative ways to market anti-aging products.
Assess how consumer attitudes towards anti-aging vary by region and age.
Examine products that use more credible claims, as an innovative way to appeal to consumer demand.
Study the companies involved in this innovation.
- About the author
- Executive summary
- The anti-aging beauty market in context
- Consumer attitudes towards anti-aging terms
- Demographic targeting of beauty brands
- Moving towards a more positive future
- Chapter 1 Introduction
- Anti-aging as a marketing term
- About this report
- Evolution of the anti-aging beauty trend
- Change in attitudes towards aging
- Market trends by region
- Chapter 2 The current product landscape for anti-aging products
- Facial skincare
- Anti-aging claims come with a price tag
- The spread of anti-aging terms from premium to mass
- Serums target specific aging concerns
- The influence of Asia on skincare innovation
- Body care
- Anti-aging terminology is interchangeable with facial skincare
- Foundation spearheads skin aging concerns
- Concerns about hair loss and scalp aging affect Asian consumers
- Chapter 3 Consumer attitudes
- Perception of cosmetic claims
- A cynical view of cosmetic claims
- Anti-aging claims fail to convince consumers
- Belief in the efficacy of added ingredients
- Consumers are more interested in ingredients than claims
- Familiar ingredients are deemed more effective
- Focus on South Korea
- Science versus nature: which is best?
- What is natural?
- Chapter 4 The marketing of anti-aging claims
- Catching them young through age prevention
- Promoting pixel-perfect skin to young women
- Promoting youthful looks through advertising
- Women over 50: a prime target for beauty companies
- The truth about aging
- Older consumers do not believe in anti-aging claims
- Targeting older women in advertising
- Chapter 5 New ways of approaching the anti-aging issue
- Major brands maintain the status quo
- The fight against aging
- Niche brands take a more relevant approach to skin aging
- Positive aging, youthful aging, and fit skin
- Overcoming skepticism: alternative ways to selling anti-aging products
- Wellbeing and pleasure
- Skin health and sun protection
- Putting anti-aging claims to the test
- Primary research
- Secondary research
- Bibliography 5
- List of Tables
- Table 1: Consumer views on the effectiveness of ingredients in beauty/grooming products
- List of Figures
- Figure 1: Asia Pacific leads the way in anti-aging skincare
- Figure 2: Hydrating claims are the same for high and low priced moisturizers
- Figure 3: Anti-aging terminology pushes up price point
- Figure 4: LR2412: L'Oréal technology used across its brands
- Figure 5: Serums target anti-aging skin concerns
- Figure 6: Serum technology crosses over into body care
- Figure 7: Foundation brands use skincare technology
- Figure 8: Lipstick and nail care brands tackle aging concerns
- Figure 9: Pantene Expert Age Defy claims to make the hair look up to 10 years younger
- Figure 10: Product claims are very important to Brazilian and Asian consumers
- Figure 11: Older consumers care little about product claims
- Figure 12: Key anti-aging messages are found wanting
- Figure 13: A global interest in the ingredients used in beauty/grooming products
- Figure 14: South Korean consumers put their trust in ingredients
- Figure 15: Consumer choice between chemicals and functionality reveals regional differences
- Figure 16: Natural claims are a powerful incentive to purchase
- Figure 17: Targeting young women's skin concerns
- Figure 18: 17-year old model used in skin whitening ad
- Figure 19: Olay uses 46-year old actress in the battle against aging
- Figure 20: Consumers aged over 65 are the most skeptical about beauty product claims
- Figure 21: Deciem promotes well-aged skin with Hylamide skin boosters
- Figure 22: The changing face of older women in advertising
- Figure 23: A more realistic portrayal of older women in skincare advertising
- Figure 24: Darphin Exquisage takes a more realistic approach to anti-aging
- Figure 25: NIOD pushes the boundaries in skincare science
- Figure 26: Mio Fit Skin For Life focuses on positive aging
- Figure 27: Merumaya integrative skincare offers a holistic approach to aging
- Figure 28: Garnier UltraLift wrinkle reader challenge demonstrates product benefits