“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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