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Clinically supporting ‘antiage’ and ‘proage’ claims

Claims of personal care evolve following trends and various innovations in the field of active ingredient development, the finished product formulation and the way both are evaluated, demonstrating their performance.

Since 2014, the cosmetics industry is gradually leaving the era of anti-ageing behind. Today, most consumers are more in the mood for a well ageing, slow ageing or pro ageing approach.

The philosophy of the ‘pro-ageing’ movement has sought to remove all ‘anti’ claims because, according to this concept, women over 50 are not interested in looking younger; they want to look healthy and be honest about their age. Some brands have used the idea of “improves the appearance of skin quality”, and “restore the skin comfort”, for example. A new vocabulary of renewal, regeneration, plumpness and “glow” now dominates the language of the beauty industry.

Beauty then becomes more integrative, it will globalise wellbeing, the silhouette, the sleep quality or the lifestyle, resulting in a different look with new codes and expressions. Consumers are going to take action to preserve their tonicity, elegance, silhouett

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Upcoming Events

Testing of Personal Care Formulations

Burlington House, London
Thursday 17th March 2022

in-cosmetics Global 2022 - Paris

1 Pl. de la Porte de Versailles, Paris
5 - 7 April 2022

NYSCC Suppliers' Day 2022

Javits Center, New York
3 - 4 May 2022

in-cosmetics Korea 2022

Hall C, Coex, Seoul, South Korea
13 - 15 July 2022

PCHi China 2022

Shanghai World Expo Exhibition & Convention Center
18 - 20 July 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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