New research shows demand for personalised skincare in over 45s market

More than a fifth of women over 45 want customised skincare, according to new research from analyst firm Canadean. Canadean’s data shows that 22.5% of the volume of skincare consumption among women aged 45+ is driven by individualism of products.

The study found that women in that market have difficulty selecting products from the wide variety of moisturisers, serums and other skincare products in the market. Joanne Hardman, analyst at Canadean, says: “Women develop their skincare routine in their 20’s and stick with it. However, skin changes over the years, meaning skincare regimes should be adapted along the way.” This trend research suggests that therapists and beauty professionals are well placed to provide clients with the customised skincare advice they are seeking when looking for products. 

Consumer brand Nivea has responded to this trend with Nivea’s ‘Face Facts Boutique’, a new campaign that targets women between 40 and 60, by providing a skincare shopping experience. Customers are provided with free skin consultations, advice on the best skincare routines and experts on hand to answer any questions related to aging skin. The ‘Face Facts Boutique’ will visit some of the largest shopping centres in the UK and is one example of how the lines are being blurred between professional skincare services and beauty retail. Hardman predicts that “it won't take long before other cosmetics brands are tapping into Nivea’s idea.”