As consumers embrace the ageing process, are anti-ageing products likely to take a hit?
A white paper outlining the future of anti-ageing skin care has been released by in-cosmetics and Euromonitor.
The research highlights four key trends that are considered key to achieving growth in the anti-ageing sector, and highlights that anti-ageing products are still in high demand, with strong growth figures forecast globally.
But a dichotomy seems to be arising. More brands appear to be promoting a ‘healthy’ attitude towards ageing via inclusive campaigns that encourage self-love.
For example, French retailer Marionnaud launched its Born To Be Me campaign earlier this year, which showcased women of all ages and races, and a positive message that beauty transcends stereotypes and boundaries.
Meanwhile Brazilian cosmetics company Natura Cosméticos also unveiled its Live Your True Beauty campaign around the same time, which again encourages self-love regardless of physical attributes that, at one time, might have been viewed as 'imperfect' or 'undesirable'.
Cosmetics Business asked Euromonitor whether there is a conflict of interest here...
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