Consumers in favour of “pro-ageing”, says Datamonitor

Consumers are moving away from anti-ageing beauty and cosmetics, in favour of a “pro-ageing idea”, according to analysts at Datamonitor Consumer.

Insight from the analysts suggests there is a movement of women who celebrate their natural shades of grey, silver and white, and that anti-wrinkle or anti-ageing claims of skincare products are becoming outdated. The report said, “Women over 50s are not interested in looking younger, they want to look healthy and be honest about their age.”

Datamonitor says that this trend is linked to the current “no make-up” trend, and that beauty companies should be able to help consumers look like a natural while still looking radiant and healthy, if they are to succeed in the market.

However, Datamonitor says, the future still looks positive for the anti-ageing facial products market, with a predicted 13% growth in Europe between 2014-2018. Brands that succeed are those whose products have claims such as improving skin comfort, protecting and healing skin, or illuminating.