Health-span beauty

With the promise of renewed youth, smoothed-out wrinkles, firmer skin, and a lifted appearance, beauty brands have bet on the anti-aging category, surfing on the universally common desire to slow down, or even reverse, signs of aging. With the global anti-aging market estimated at US $64 billion in 2022 and expected to surpass US $121.8 billion by 2032, and the proportion of the world’s population over 60 years old set to nearly double from 12% in 2015 to 22% in 2050, there is no doubt that anti-aging products are here to stay. But, a societal move towards self-acceptance is on the rise. 

The importance of prevention

While the anti-aging category has long been offering an after-the-fact treatment of fine lines, wrinkles, and pigmentation, consumers today are much more aware of, and eager for, preventive forms of skin care and personal care that prepare their skin, and body, to age gracefully. The focus today is undeniably holistic, searching for longevity and good health from within. Physical activity, mental health, mindful routines, and preventive treatments are some of the most talked-about topics in the industry today as even the younger generations bear in mind the long-term effects of their actions on their health and appearance. While anti-aging cosmetic procedures are common in many parts of the world, there is an increased interest in preventive care, longevity, and positive aging. The concept of “Health-Span Beauty,” is a concept that challenges the traditional youth-centric model, prompting a re-evaluation of beauty standards to encompass the natural physical changes and well-being throughout life’s stages. As global demographics shift towards an older median age, the beauty industry must cater to a lifespan of needs and desires, transcending the age-based paradigm to embrace a mindset-oriented approach. The concept raises several questions intimately tied to the beauty industry: Why do some cultures still idealise youthful appearances as the standard of beauty? Can hormonal changes be regarded as significant milestones in our life journeys instead of bad transitions? How can our industry contribute to enhancing both the physical and psychological well-being of consumers over the course of their lives?

Holistic Beauty

With a history of youth-idealising ad campaigns and promises of miracle-working creams, the anti-aging industry is facing a new era that sets the focus on inner wellbeing for outer beauty. While the consumer is one of the most important considerations when crafting anti-aging lines, it is essential to look beyond a target audience and analyse what is going on in the world and where consumers are drawing inspiration. Blue Zones have been the talk of the moment in recent years, as studies have identified regions with high concentrations of centenarians and the factors impacting these communities’ longevity. A number of regions like Okinawa, Japan; Ikaria, Greece; Sardinia, Italy; and Loma Linda, California have some of the highest concentrations of long-living, and healthy-living communities thanks to a combination of physical activity, lifestyle, diet, and social factors. Blue Zones have drawn much interest in recent years and represent a holistic way of living that consumers aspire to have. Searching within these areas of interest is essential for beauty and personal care companies to directly speak to consumer desires and tap into this growing aspiration to improve one’s life-long lifestyle rather than countering the effects of aging later on in life.