Demographics and consumer behaviour are creating a new mega skincare project.

'New Age of Ageing' Creates a Mega Skincare Project

June 2015

New anti ageing skincare project 80% bigger.

But sophisticated buyers more demanding of products and outcomes.

Competition multiplies for established skincare brands.

A new anti-ageing skincare project will transform the facial care market and have ramifications for the entire beauty industry. This project is the result of two major changes in consumer behaviour and demographics. Diagonal Reports predicts this new anti-ageing skincare project to be 80% bigger than the current market.

Firstly, the age of ageing has fallen dramatically with consumers now seeking the benefits of anti-ageing products before they actually age. Prevention has now become an issue for increasing numbers of young women in the developed world who take action a decade earlier than was the case in the past. Younger women were always a key market for beauty, but they are now creating and shaping a new category in anti-ageing products and treatments also.

Secondly, longer life expectancy has exponentially increased demand for anti-ageing as skincare regimes are being extended for ever longer periods. People are living longer so there are millions of potential new consumers with ageing skin.

The signs of ageing vary by geography, ethnicity and culture but they are of such profound concern that demand has remained resilient despite the recession. This contrasts with how shoppers have cut back on other - more discretionary - beauty spending.

But formulators should beware. This larger skincare project does not spell more of the same for the beauty industry or for individuals. The competition is multiplying. A wide range of portfolios of solutions and methods of delivery including the traditional cosmetic and medicalised beauty - now vye for a share of anti-ageing spending.

The most sophisticated and best informed generation of beauty buyers is arriving on the scene. Consumers' expectations for, and the investments made in, anti ageing skincare products and solutions will intensify. They will demand immediate and sustainable outcomes and rationalise their beauty spending accordingly.

The opportunities which this new mega skincare market offers are fully explained in our Global Skincare: Consumer Behaviour/Regimes and Market Report 2015. Contact for details