Anti-Ageing Skincare – terrific prospects with headroom for more…..

Even a cursory glance at the expert forecasts illustrate the convergence in growth of women’s anti-ageing facial skincare sales around the world. Furthermore, all the major markets are predicted to enjoy strong annual growth for the next 4-5 years – extraordinary forecasts set against the current economic backdrop. In fact, Italy is probably the standout market as an underwhelming ‘laggard’ in this take up but truly turbo-charged performance is predicted elsewhere.

This not just a growth story however, it is about the anti-ageing portfolio broadening and deepening to create wider choice. It is this dynamic that makes the future growth prospect look even more enduring.
Obviously, early impetus for the category lies where demographics have growing absolute numbers of older consumers (e.g parts of Western Europe, Japan etc) and/or where personal appearance is culturally integral to local lifestyle (e.g Spain, Italy). This emphasizes that facial skincare is an emotional and aspirational category and is valued even in tough times – witness the relative performance in Spain recently for example.
Given that, it is not surprising that ‘high tech’ / ‘technological innovation’ type messages carry some credibility and interest – e.g, the so-called ‘doctor brands’ in France.

Building on this initial impetus, came the distinction between ‘cure’ and ‘prevention’ anti-ageing messages and products. In Brazil, anti-age products are used earlier and for more preventative motives alongside the greater popularity in body moisturising.

In the near term, these changes will continue to drive category maturity by greater discernment and interest in niches across geographies.

Latest commentators observe that anti-ageing now covers a broadening spectrum from ‘harder’ solutions like aesthetic medicines such as botox and laser hair treatments, to a growing preference for ‘softer’ solutions. For example, cosmetics such as ‘Face Lift’ Make Up or anti-ageing medicinal ranges such as Ayervedic cosmetics reflect growing interest in more natural anti-ageing solutions. Even more recently is the growing interest in ‘beauty from within’ to address anti-ageing – for example, the Dove Spa brand from Unilever incorporating a “Strength Within Anti-Wrinkle” supplement.

This impetus isn’t restricted to packaged products either – recent commentary points to the growth prospects for power-operated appliances in the US targeting improvements to skin wrinkles, fine lines and age spots. This marks a shift from ‘in salon’ beauty treatments to ‘at home’ use.
This modern day obsession with beauty, retaining youthfulness, and external health really looks to continue to propel this part of women’s skincare forwards – irrespective of geography or economic backdrop…..and then there is the men’s category…..

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