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Pro-ageing: when ageing becomes trendy

“Age-defy”, “slow-age”, “well-ageing” are increasingly replacing the term “anti-age” on packaging and in advertising campaigns for cosmetic products. In the press, young women are also making a little more room for their elders (fifty and above). This is the pro-age trend, which consists of moving away from the beauty ideal defined by eternal youth.

In 2007, a cosmetics brand conducted a study on 1,450 women aged 50 to 64 years old in 9 countries across the world and concluded that “Beauty has no age”.1 Ten years later, according to women, perception of beauty is following a firmer direction as among more than 10,000 women questioned, 70% think that beauty is something that you define yourself.2 

Facing these more liberated and more confident women, several cosmetics brands are now adopting pro-age strategies. They are valuing women over 50 years old, formerly side-lined in the cosmetics sector, and are dedicating specific products to them. Some brands are working on a less negative approach towards ageing and promoting less corrective benefits, such as improving complexion glow. Still others, considering ageing as inevitable, are building a promotion about “ageing well”. 

Seppic is taking part in this beauty of age by offering ingredients and by imagining formulations that meet consumers’ new expectations, whatever their age. 

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Upcoming Events

SCSS Suppliers Day - SINGAPORE

SINGAPORE MARRIOTT TANG PLAZA HOTEL
Thursday 25th & Friday 26th August 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

in-cosmetics Latin America 2022

Expo Center Norte, Sao Paulo
21 - 22 September

Cosmetorium 2022

Palau de Congressos de Barcelona
28 - 29 September

SEPAWA 2022

Estrel Congress Center, Berlin
26 - 28 October

in-cosmetics Asia 2022

BITEC Bangkok, Thailand
1 - 3 November 2022

Access the latest issue of Personal Care Global on your mobile device together with an archive of back issues.

Download the FREE Personal Care Global app from your device's App store

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