The pro-ageing movement: the beauty of being old

According to researcher Maria Fernandez, age is now perceived as another step for women’s liberation; proposing to free women from the pressure of perfection and the ideal concept of beauty.

The philosophy of the 'pro-ageing' movement seeks 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.

With this new perception, Fernandez says traditional anti-ageing or anti-wrinkles claims are becoming outdated, and if brands are to cater to silver consumers, they need to approach this new opportunity in the right way.

All about adopting a different language​

Datamonitor Consumer​ reports that in Europe, there is an expected growth in the anti-ageing facial care market of 13% over the next four years, and 28% in Africa & the Middle East. 

"This is being represented in a line of beauty products that adopts a different language: cosmetics customize their colour according to the skin tone rather than cover wrinkles; and moisturizers protect and heal instead of providing a lifting effect​," Maria tells this publication.

This new approach has already been noticed by some beauty brands, which are bridging the gap providing positive claims rather than using 'anti-xxx' messages. L’Oreal for example has used the idea of “improves the appearance of skin quality”​ for its new Skin Perfection Perk Up Cream, or the new ‘Charlotte’s Magic Cream’ presented as “plumped-up finish.”

The same concept is used on trendy beauty oils that mostly promise to restore the 'skin’s comfort,' such as Evree branded Intensive Facial Care Treatment.

But what are the next steps?​

This pro-aging idea is not exclusive property of the skin care area and can easily adapted into other segments such as make-up, with cosmetics that enhance, not cover, such as the Revitalizing Mineral Makeup launched by Origins, or the Instant Light Natural Lip Perfector, released by Clarins, that make lips look smooth and shiny.

The market analyst also says the hair care segment also has many possibilities with products able to 'smooth the hair surface' and restore shine such as the recent Schwarzkopf Essence Ultime Crystal Shine Shampoo.