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

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Executive Summary


In todays 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 USD15,663.38m. 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 Canadeans 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.

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Contact Us:
Ken Research
Ankur Gupta, Head Marketing & Communications


Table of contents

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

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: LOreal 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 womens 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

Table 1: Consumer views on the effectiveness of ingredients in beauty/grooming products

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