Samantha Dover
Samantha Dover is Mintel's Category Director - Beauty & Personal Care, identifying and analysing emerging beauty and personal care trends and writing in-depth market research reports in multiple sectors.

Despite pro-ageing discussions, consumers are still looking for skincare solutions that address the multifaceted signs of ageing. While demand for anti-ageing skincare remains strong, New Product Development (NPD) and communications in this space will continue to evolve as brands respond to the heightened importance of both inclusivity and transparency in beauty.

The shift toward pro-ageing resonates with consumers who are frustrated with negative attitudes towards ageing. However, the term can lack clarity, which is at odds with transparency demands – as consumers are craving more evidence that claims in facial skincare are trustworthy/reliable. We explore below six strategies for skincare brands to promote a holistic approach to ageing well.

1. Develop tools and devices to maximise skincare results

Interest in and usage of beauty tools/devices is growing as consumers invest in high-performance skincare routines. Pair topical skin products with tools/devices to both improve product performance and provide added anti-ageing skin benefits.

Take key barriers to entry into consideration and reassure consumers who are worried that beauty devices can damage the skin with real user reviews.

Source: Instagram, @charlottetilbury

Charlotte Tilbury’s Cryo Recovery Mask is a face mask and eye serum combined, both infused with a “miracle cooling effect, working together to brighten and smooth the look of skin for a youth-looking glow”.

2. Explore cross-category innovation

As convenience and sustainability are driving consumers to strip back the number of beauty products they use, colour cosmetics that provide anti-ageing benefits will appeal.

Source: Instagram, @westmanatelier

Westman Atelier’s Vital Skin Foundation Stick is formulated with squalane to prevent moisture loss and restore suppleness, as well as Berryflux Vita for hydration-boosting and youth-preserving properties.

3. Pique consumer interest with innovative skincare formulations

Stand out in a crowded category and engage consumers with new formats and application techniques.

Source: Shiseido Japan

Shiseido’s Bio-Performance Second Skin set comprises oil blotting paper, an applicator and two types of eye serum. Designed to be applied over makeup, the two serum layers create a thin, flexible film on the skin that uses compression effects to instantly hide under eye ageing.

4. Embrace the rise of ingestible beauty

Consumers have actively pursued skin health solutions during the pandemic, boosting interest in beauty-enhancing vitamins, minerals and supplements (VMS) products. Although brands have responded with increased NPD, anti-ageing claims in the VMS category have remained stagnant. However, patent analysis signals that anti-ageing is among the next frontiers in VMS, with the focus on chronic low-level inflammation that can worsen signs of ageing.

Skincare brands can therefore create sets that incorporate topical and ingestible products to maximise skin health and can build on these with nutrition, diet and lifestyle advice to promote a comprehensive approach to anti-ageing.

Source: Moon Juice

Moon Juice Collagen Stack features the brand’s Collagen Protect supplement and Plump Jelly serum to preserve collagen and hydrate from the inside out and the outside in with three ingredients: hyaluronic acid, silver ear mushroom and tocos.

5. Utilise emerging ingredients to address broader concerns

Keep pace with ingredient trends to tackle age-related skin concerns beyond lines and wrinkles – including dark spots, hyperpigmentation, dryness and dullness.

Source: Glow Recipe 

Glow Recipe Guava Vitamin C Dark Spot Serum is formulated with five forms of stable encapsulated vitamin C, as well as tranexamic acid, to reduce the appearance of dark spots and redness over time.

6. Help women whose ageing concerns are driven by hormones

Mintel’s The Future of Facial Skincare: 2021 outlines an opportunity to address hormonal fluctuations that occur throughout life and impact skin in different ways.

Source: i-On Skincare

Develop products that address menopausal skin concerns, while also providing anti-ageing benefits. For example, I-On by Dr. Xi Age Disrupting Skin Cream was developed for postmenopausal women and features patented technology to reduce and neutralise iron content in the skin.

Go a step further and invest in hormone tracking technology. Learn from L’Oréal and forge partnerships to strengthen expertise and give product claims added credibility, as it recently announced a new partnership with Clue to deepen its knowledge on the relationship between skin health and the menstrual cycle.

Source: L’Oréal