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, silhouette. In this quest for mindful beauty radiance, what women expect from cosmetics is emotional pleasure, sensoriality. It is all about supporting the ageing process rather than fighting the signs of ageing, with skin care products supporting a ’pro-longevity’ life enhancer.
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