Why Can't the Beauty Industry Let Go of the "Anti-Aging" Approach?

In recent years, the beauty industry has been undergoing significant changes, aiming to rethink skincare approaches and move away from the term "anti-aging." However, despite these efforts, the demand for products with such properties remains high. Let's explore why this is happening and how the perception of beauty is evolving.

The Origins of Change: Abandoning the "Anti-Aging" Term

In 2017, Allure magazine made a bold statement by deciding to stop using the term "anti-aging" in its pages. According to Editor-in-Chief Michelle Lee, the term imposes a negative view on the natural aging process, portraying it as a problem to be solved. This announcement sparked a wave of changes in the industry, with many brands following suit and replacing "anti-aging" with more positive terms like "regeneration," "radiance," and "rejuvenation."

The Return of the Term and Its Popularity

Despite these changes, according to research by WGSN, consumers are not ready to part with the concept of "anti-aging" care. Brands like Dr. Barbara Sturm and Paula’s Choice have reintroduced the term to meet the demands of their clients. The term "anti-aging" has become popular not only due to demand but also because of its simplicity and clarity for consumers who may not be deeply immersed in the world of cosmetics.

The Influence of a New Generation of Consumers

With the rise of Gen Z, who focus on specific results, the approach to aging and self-care has evolved. Young consumers view appearance care as a means of self-improvement. They openly discuss their imperfections and strive to correct them, unafraid to turn to injections or cosmetic procedures. This generation prefers honesty and transparency, which is why brands like The Ordinary and Skinceuticals emphasize scientific results and justified promises.

Practicality and Simplicity

The term "anti-aging" is gaining popularity again due to its simplicity. For many consumers, it is the easiest way to understand a product's purpose. However, to avoid emphasizing age, brands use alternative formulations such as "smoothing" or "brightening" care.

New Perspectives and Preventive Care

The return to the concept of "anti-aging" care is also related to the popularity of preventive approaches. Young consumers are aware of the harm of UV rays and the benefits of retinoids, actively engaging in "preventive" procedures to slow the signs of aging. Brands like The Ordinary and Skinceuticals focus on scientific results, meeting the expectations of young consumers.

Conclusion

The beauty industry continues to adapt to new challenges and consumer demands. The term "anti-aging" remains in demand, but brands are finding new ways to communicate with their audience, focusing on transparency and scientific validation of their products. How do you feel about this trend? Share your thoughts and experiences.