Nostalgia and product reformulation

With the emphasis on ‘skinimalism’ and multi-functionality in the beauty and colour cosmetic market here to stay, consumers are investing in buying less, but better-quality products. This is creating fantastic opportunities for colour cosmetic reformulations, with new R&D continuing to breathe fresh air into the beauty and cosmetics space.

While very little remains static in the beauty and personal care industry, consumers in the mature demographic are spending their money on products that work for them, rather than quickly evolving trends. Nostalgia is at an all-time high, and consumers are emotionally invested in heritage and traditional power products that combine ingredient innovation and functionality – often through the reformulation of existing products. When it comes to colour cosmetics, we are seeing this trend in practice in ever-expanding colours and shades – offering solutions for all skin tones and types – boosting inclusivity and body positivity across all ages.

"The beauty industry is a hotbed of innovation and fleeting trends."

The beauty industry is a hotbed of innovation and fleeting trends, but it is important to remember that consumers look to products that they have a personal connection with, in addition to delivering results and being fit for purpose.¹
The spending power of the over-50s is strong and they are one of the biggest buyers of beauty and skincare products worldwide. But to engage them, brands should inculcate a raw and honest approach to skincare and makeup products that celebrate authenticity and inclusivity. This demographic also requires a level of sophistication and products with a strong industry footprint, not always available on social platforms with younger influencers and brands.²

Engaging with mature consumers

At the heart of customer engagement is knowing their wants and needs and developing products and solutions that can answer these requirements. What are their specific beauty and make-up concerns? What motivates them to put their ‘face’ on each morning? How can your products help? Part of this journey is building trust with honest and clear conversations that will make consumers feel good about themselves by not setting unrealistic goals but rather focusing on the principles of good skincare and makeup solutions and how they can transform skin health. Solutions for healthy skincare are on the rise, with products now accounting for 40% of the market, and not only for women. Men now make up a sizeable portion of the buyer base, with the segment expected to reach a valuation of $19bn globally by 2027.³  
Transparency is another key requirement for today’s mature consumer. It is an important factor in building a strong and lasting relationship with consumers no longer interested in new beauty trends but who want to invest their money in products that offer true functionality and can make a difference to their routines and skin health.⁴ This means tackling the stigma around aging and focusing on the beauty of growing older – empowering consumers to feel great in their skin.⁵ It also ties in with education from a young age about investing in high-quality make-up products that cater to the unique and specific needs of each consumer – enhancing natural beauty, rather than masking it.⁶

Time for a reset?

Aging is a uniquely personal experience and its impact on the skin is unavoidable. We all know how skin responds at 30 is not the same as how it will respond at 60 as it continues to lose elasticity and bounce through each decade. As skin ages, it not only means a skincare reset, but a colour cosmetic one too, to address the specific concerns we face with each decade. As the skin ages, its microbiome and dermal thickness can change, and as cell turnover slows, it can result in a dull complexion. Here, more mature consumers should focus on products with high emollient and lipid functionality. Specialist plant-based beauty oils, rich in vitamins and antioxidants are an ideal solution that can meet the skin’s changing requirements and set the base for smooth and polished makeup application.⁶

A proper foundation

While a heavier foundation is fine for younger consumers, it is not recommended for older individuals. It is advised that from the age of 40, consumers should switch to hydrating but lightweight products with a subtle gloss that won’t settle into lip or eye wrinkles – two of the areas where wrinkles tend to appear first. During formulation, brands should focus on developing products that can offer a smooth and flawless foundation, enabling an even skin tone and texture, with a fantastic skin feel that is light to the touch. As foundation sinks best into hydrated skin, brands must focus on engaging and empowering consumers to understand that a flawless finish starts with well-nourished and exfoliated skin.⁷

The lipstick effect

A moisturising lipstick or balm is an excellent way to keep lips hydrated, as they can become drier due to aging and seasonal fluctuations. Most women possess several lipstick products, and it is estimated that in 2024, nearly 2.5bn units will be sold globally. As texture and the final effect greatly influences choice, selecting a lipstick is an intenselypersonal decision and reflects an intimate link to a person’s psychology.⁸

Eye makeup goes the distance

From neutral, bold, and bright colours, to glitters and the moody dramatic, the right eyeshadow can make or break a look. The most important criterion for consumers is that it should have a fantastic texture, spreadability, and staying power. Here, the colour dispersant properties of esters offer excellent functionality when used in formulations for eyeliners, eye shadows and creams, and mascara.

The bottom line

As consumers age, their skincare and makeup need to constantly adapt and one thing is certain, they are not compromising on quality.

References:

1 This is how your make-up needs change as you age | The Independent
2 This is how your make-up needs change as you age | The Independent
3 6 Essential Steps in New Cosmetics Product Development (aptean.com)
4 BeautyMatter | Mature Makeup Is Beauty’s Next Big Opportunity
5 This is how your make-up needs change as you age | The Independent
6 This is how your make-up needs change as you age | The Independent
7 Game Changer: 8 Tips for Flawless Foundation Application | Clinique
8 The seasonal nature of the lipstick market | Aptar