In December, a significant event took place at the United Nations headquarters in New York—the Aging Forum, part of the Openstreams Global Beauty Industry Summit. This gathering brought together representatives from 26 organizations across 15 countries, including scientists, longevity experts, journalists, and executives from major companies like Amazon, The Estée Lauder Companies, and L’Oréal. The central focus was on understanding how the beauty industry can adapt to our increasing lifespans and redefine aging.
Shifting Perspectives on Aging
A key outcome of the forum was a report by Beautystreams, presenting data from a survey of over 1,000 consumers in seven countries: Brazil, China, France, India, Morocco, Nigeria, and the United States. The survey explored consumers’ expectations of beauty products in an aging society, the impact of social networks on perceptions of aging, and attitudes toward the term “anti-aging.” Interestingly, most respondents preferred terms like “healthy aging,” “well aging,” and “pro-aging” over “anti-aging,” indicating a desire for a more positive and holistic approach to growing older.
Health and Appearance Concerns
The survey also revealed that deteriorating health and changes in physical appearance are common concerns associated with aging. However, perceptions of when one becomes “old” vary by country. For instance, Brazilians consider themselves old at an average age of 53.3, the French at 60.4, Americans at 64.5, and Nigerians at 70 or older. Globally, only a small percentage believe that “appearing old is more about one’s mindset,” highlighting a predominant focus on physical appearance. Acceptance of natural gray hair is increasing worldwide, yet gender biases persist, with gray hair being less tolerated among women.
Embracing Longevity and Wellness
The beauty industry is responding to these insights by shifting from traditional “anti-aging” narratives to embracing longevity and wellness. This involves focusing on products and services that promote healthy aging, personalized beauty solutions, and technologies that cater to individual needs. For example, L’Oréal Group has launched a skin age calculator using advanced technology to analyze skin cells at a cellular level, aiming to predict skin responsiveness to ingredients and identify potential issues like acne. Lancôme will debut this technology, with plans for dermatological brand Vichy to follow later in the year.
The Role of Technology and Personalization
Technological advancements and hyper-personalization are expected to continue transforming the beauty industry. Brands are exploring AI-powered diagnostics and customized beauty regimens that embrace individuality and allow for a more precise approach to skincare and makeup. For instance, there has been growing attention on the development of personalized beauty products using induced pluripotent stem cells (iPS cells) derived from an individual’s own blood, ensuring high biocompatibility and minimizing adverse reactions.
Conclusion
As our global population ages, the beauty industry must adapt by redefining its approach to aging. This includes evolving terminologies, promoting inclusivity in representing age, offering tailored responses to all life stages, and emphasizing science, ethics, and transparency. By embracing these changes, the industry can better meet the needs and desires of consumers seeking to age gracefully and healthily.
