Key Takeaways

• The global anti-aging cosmetics market was worth USD 38.62 billion in 2018 and is expected to grow to USD 60.26 billion by 2026, with a CAGR of 5.8% over the forecast period.

• Consumers are looking for skincare and cosmetics products that will keep them feeling healthy, younger, and attractive in the face of UV radiation and other environmental stressors. Therefore, environmental protection and anti-aging claims are on the rise.

• Some of the most effective and beneficial anti-aging skincare ingredients and products include: Vitamin C (L-ascorbic acid), Retinoids (retinol), Sunscreen, and Hyaluronic acid.

• When asked what advantages they desired in skincare, 60% of boomers said they wanted products with moisturizing/hydrating capabilities to help with dry skin, while just 38% said anti-aging claims were important.

Introduction

Language and Sentiments Surrounding Anti-Aging in Beauty and Skincare

• The global anti-aging cosmetics market was worth USD 38.62 billion in 2018 and is expected to grow to USD 60.26 billion by 2026, with a CAGR of 5.8% over the forecast period.

• About eight out of ten women worldwide feel their chronological age will continue to be less relevant and are not defined by their chronological age.

• According to the 2017 Philips Global Beauty Index, 61% of polled women say the beauty industry puts pressure on women to appear a specific age, while 31% believe the beauty industry is not focused on well-being at all.
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• Another 38% of respondents said they anticipate the anti-aging industry taking a more holistic approach to beauty, with a strong link between health and beauty.

• Modern buyers are not satisfied with basic language and SPF promises that help prevent sunburn; instead, they want to avoid the adverse effects of environmentally-induced free radicals, such as skin discoloration, premature aging, and even skin cancer.

• Consumers are looking for skincare and cosmetics that will keep them feeling healthy, younger, and looking attractive in the face of UV radiation and other environmental stressors. Therefore, environmental protection and anti-aging claims are on the rise.

• With millennials' increased purchasing power and the iGeneration not far behind, these languages and sentiments surrounding anti-aging in skincare and beauty are here to stay.

Alternative Terms Used to Talk About Anti-Aging

• The drugstore aisle or Sephora shelf often contains products with alternative terms like regeneration, renewal, anti-wrinkles, and radiance, which are all over skincare bottles and used to talk about anti-aging.

• Others use more holistic and positive language like "glow, radiance, and luminosity." 

• Many brands have dabbled in other languages, using words like "age prevention," "age delay," "age control," "ageless," "timeless skin," "age diminishing," "preservation aging," "intelligent aging," etc., in describing anti-aging.

Products or Ingredients Associated with Anti-Aging Benefits

• More active ingredients and products are now found in skincare products than before.

• Vitamin C (L-ascorbic acid): brightens weary or dull-looking skin while also protecting it from pollution, free radicals, and UV rays.

• Hyaluronic acid: works as a humectant, attracting moisture to the skin and plumping it up.

• Sunscreen: Sunscreen offers wide spectrum protection, that is, protection against both UVA and UVB rays, and a sunscreen with at least SPF 30 can help prevent sun damage and its associated serious disorders, such as skin cancer, as well as other cosmetic issues.

• Retinoids (retinol): stimulate collagen and elastin formation in the skin, minimizing the appearance of fine lines and wrinkles.

• Alpha-hydroxy acids (AHAs): Brightens the skin and encourages cell regeneration. Sun damage, hyperpigmentation, fine lines, and wrinkles can be linked with AHA peels, commonly known as glycolic peels.

• Niacinamide: is a type of vitamin B3 that has shown promise in fighting free radicals, lightening dark spots, and treating acne.

• Salicylic acid: Although this beta-hydroxy acid (BHA) is best known for treating acne, it also has exfoliating properties, making it a suitable alternative for managing signs of aging.

• Copper peptide: Boosts collagen and elastin production while also functioning as an antioxidant. It may be especially beneficial during menopause when collagen levels begin to fall.

The Behaviors of People in Pursuit of Anti-Aging Benefits

• Beyond topical skincare, people in pursuit of anti-aging always strive to protect their skin from the sun. Whether at the beach or running errands, they protect their skin by seeking shade and wearing sun-protective clothes such as a lightweight, long-sleeved shirt, slacks, a wide-brimmed hat, and UV-protective sunglasses.

• Because smoking hastens the aging process of the skin, causing it to develop wrinkles and a pale, lifeless appearance, those in pursuit of anti-aging always strive to stop smoking.

• Furthermore, pursuing anti-aging involves avoiding making the same facial expressions over and over. When making a facial expression, the muscles beneath the skin contract, and these lines become permanent if the same muscles tense repeatedly over a long period. Squinting lines can be reduced by wearing sunglasses.

• People in pursuit of anti-aging benefits usually make an effort to consume less sugar and more fruits and vegetables. Processed sugar accelerates the aging process by adhering to and weakening the collagen in your skin, causing premature wrinkles and drooping.

• Sleeping soundly is another vital behavior of people who are in pursuit of anti-aging benefits. Getting a good night's sleep every night helps a person look younger and more rejuvenated.

• Exercise, more than almost any other non-topical skincare, can improve as many aspects of a person’s well-being as it does their youthful appearance and glow, Running, walking, swimming, and cycling are great ways to improve cardiovascular health and keep the heart in good shape for years to come, promoting regular blood flow to the surface of the skin, resulting in a healthy, young glow.

• Vitamins and supplements assist in slowing down the aging process by removing toxins that build up in the body over time. Curcumin, CoQ10, collagen, Resveratrol, Vitamin C and E supplements, and others are anti-aging vitamins and supplements taken by people in pursuit of anti-aging.

Desired aging-related benefits or mindsets across Gen Z

• According to a new study, Gen Z purchases more skincare and anti-aging-related products than other generations.

• About 41.4 percent of respondents attest that age-related products and skincare products are their most popular beauty item category.

• According to Michela Griffin, Klarna's beauty and accessories trade head, “the Gen-Z generations of shoppers are getting on this train of health and skincare awareness."

• To compete for a share of Gen Zers' time, brains, and wallets, companies that offer beneficial age-related products must focus on efficacy, ingredients, skin sensation, and all-channel operations.

Desired aging-related benefits or mindsets across Millennials

• Regarding skincare, millennials are not exactly jumping on the anti-aging bandwagon.

• Anti-aging skincare sales decreased by 1% last year, and this is not to say that millennials are unconcerned about the effects of aging on their skin; in fact, 28 percent of women under 25 and 42 percent of those aged 25 to 34 admit to being concerned about indications of aging frequently.

• Millennials take a proactive approach to skincare, focusing on prevention rather than therapy, as opposed to other generations.

• Millennials are well-informed and prepared to spend money on skincare products that are both protective and preventative and offer a wide range of skin-enhancing advantages.

• Environmental protection and anti-aging are two of these advantages: According to 31% of millennials, UV radiation has the most significant impact on skin's looks.

• The anti-aging skincare market in the United States made $3.6 billion in 2015, thanks in part to millennial influence.

Desired Aging-related Benefits or Mindsets Across Boomers

• Boomers are more likely to have established beauty regimens as they become older and may be less interested in trying out the current beauty trends.

• Despite this, these women are still concerned with looking and feeling their best; 52% of boomers claim they use cosmetics to appear nice, and 100% want solutions that directly address their skin and hair care needs.

• When asked what advantages they desired in skincare, 60% said they wanted products with moisturizing/hydrating capabilities to help with dry skin, while just 38% said anti-aging claims were important.

• Other product features that appeal to boomers include sensitive skin formulations, increased SPF, and products with skin-nourishing vitamins. Scalp health/anti-dandruff, reducing hair loss, moisturizing, and volume-enhancing were the four most wanted aspects of hair care.

• Boomers prefer branded products, with 43% preferring them to private label; boomers place a premium on value, and they are unwilling to compromise on quality or products with unique benefits in exchange for a lower price.

• Luxury brands do not perform as well with boomers, with only 14% claiming to buy upscale beauty brands.

• The anti-aging sector is increasing in general, thanks to the baby boomers; boomers control 70% of disposable income in the United States and have global spending of $52 billion annually.

Similarities in Desired Aging-related Benefits

• Creams and other beauty products with desired aging-related benefits, such as serums and gels, will continue to be popular across all groups due to their ease of use and availability.

• Though the anti-aging and anti-wrinkle goods market has traditionally been dominated by women across Gen Z, millennials, and boomers, rising male self-consciousness is expected to offer a new dimension to the current sales scenario.

• There’s a shift toward hyaluronic acids' critical moisturizing properties, which are expected to expand the frontiers of their use in anti-wrinkle gels, creams, and serums.

• UVA protection and anti-aging compounds like creatine and hyaluronic acid are now prioritized for women across every age group.

Differences in Desired Aging-related Benefits

Boomers

• When it comes to beauty, the Baby Boomers are a dichotomy.  

• Baby Boomers define beauty for themselves, rather than allowing others to do so for them. As a result of their demand, Botox, Dysport, Juvederm, and Restalyne were developed.

• For boomers, seeing results motivates them and creates demand for the product.

Millennials

• Millennials are resourceful, frugal, and cynical, though they have less purchasing power than previous generations due to a lack of financial resources.  

• Millennials are careful with money as a result of what they witnessed during the economic crash.

• For aging-related products, they seek out products that are both effective and cost-efficient. Because pricing is a major motivator for millennials, the emergence of private label cosmetic goods has been made possible (millennials are more likely to visit multiple stores and use coupon codes than previous generations).

• Millennials choose natural beauty solutions that are effective over the traditional chemical-laden anti-aging remedies that earlier generations wanted.

Gen Z

• The Gen Zs are the first completely digital generation that has already overcome the gender barrier, seeing gender and aging-related benefits in a more fluid way than previous generations.

• According to a recent study, 56 percent of Gen Z say they don't pay attention to gender-specific product labeling.

• Because Gen Z has seen the negative effects of waste, they are looking for biodegradable packaging and eco-friendly cosmetics.

• Virtual reality (VR) is also a priority for Generation Z.  

Research strategy