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Redefining Anti-Aging Marketing Strategies for the Beauty Industry; Creating alternative terminology and approaches that resonate with consumers

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?

Key Findings

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

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