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

  • ID: 3610260
  • Report
  • 58 pages
  • GlobalData
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  • Boots
  • Clarins
  • Clinique
  • Deciem
  • Dior
  • Elizabeth Arden
  • MORE

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 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.
Note: Product cover images may vary from those shown
2 of 4


  • Boots
  • Clarins
  • Clinique
  • Deciem
  • Dior
  • Elizabeth Arden
  • MORE
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
Note: Product cover images may vary from those shown
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- L'Oréal
- Lancôme
- Olay
- Elizabeth Arden
- Clarins
- Dior
- Deciem
- Boots
- Estée Lauder
- Clinique
- Mio Skincare
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown