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

Published By :


Published Date : Jan 2016

Category :

Advertising and Marketing

No. of Pages : 58 Pages

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.


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

List of Table

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

List of Chart

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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