It is the biggest consumption motivator in the Italian make-up market, and currently influences 19.4% of product consumption by volume, according to a new report by Canadean.
The market researcher finds that desire for anti-ageing products is greatest among Italians aged 45-54, with over a quarter of their make-up consumption motivated by this need.
Ageing population
As the country’s population is ageing rapidly, the number of consumers aged 45 and over will increase from 48.6% in 2013 to 51.3% in 2018, further driving demand for make-up with age aligned properties.
“Consumers will demand for make-up with age-aligned properties. For example, the younger generation will seek for oil-control ingredients that give their skin a matte look and hide acne marks, while older consumers will priorities products with “lifting” and “firming” functions,” explains Veronika Zhupanova, analyst at Canadean.
“Older generations will also pay greater attention to the ingredients they already know, such as collagen and retinol that prevent skin from the ageing process.”
Opportunity
The opportunity this presents for manufacturers is by targeting the specific age related skin need of different consumers.
Italian consumers often look for products that match their skin best, and with the different age related demands from different demographics; manufacturers need to ensure they are targeting anti-ageing products correctly to prosper.
For example, the skin of young adults tends to be more oily and prone to acne, but as consumers age their skin becomes drier and requires additional moisturizing and nourishment. Moreover, ageing skin is prone to age spots and fine lines that older consumers want to hide.
This means that different products will be needed to target these age related demands, whilst all falling under the anti-ageing category.
Skin care inspiration
According to Canadean, to produce age-specific make-up, manufacturers should seek inspiration in skin care products which explore these needs and provide constant innovations.
Currently, the demand for make-up that meets age-specific needs is greatest in facial care, which reflects how consumers associate healthy and glowing skin with a youthful appearance.
To tap into the trend further, manufacturers should extend their anti-ageing skin care products into eye and lip make-up, says the market researcher.
“Due to different age-related skin needs, manufacturers should consider designing products for different age groups more explicitly,” Zhupanova comments.
“However, they should not forget that consumers put on make-up for beauty reasons, which means that functionality of make-up should remain secondary to its decorative properties."