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The Age of Antiaging—A 360-degree View

By: Alisa Marie Beyer
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

In November 2009, Prevention magazine surveyed more than 1,500 women for the publication’s first “War Against Time” antiaging report, an in-depth look at what the trenders, spenders and recommenders (read, your beauty consumer) think about antiaging, and what steps these women are taking to look and feel more beautiful. Investigating all aspects of the antiaging category, this report delved into the female beauty buyer’s psyche to uncover exactly what she’s thinking about the hottest category in skin care. Antiaging beauty has gone beyond simple wrinkle reduction. In 2010, antiaging has spilled over into every aspect of her life, and the magazine explored the true 360-degree view of antiaging from women in their 20s through their 50s. Here is what they found.

Antiaging is All the Rage

Aging, who me? Not on your life. Women are obsessed with finding the fountain of youth and aging gracefully. As the median age increases, the antiaging product market is poised to continue its expansive growth. Baby boomers are seeking out ever new and effective ways to slow down the passage of time, while women in their early 20s are trying and buying products that promise to prevent damage before it begins. Regardless of age or ethnicity, 69% of American women have used antiaging skin care or makeup products on their faces or bodies in the past 12 months. That’s a powerful indicator for a market segment that has only just defined itself fully in the past 15 years.

And while traditional antiaging skin care creams and serums are gaining in popularity, innovative antiaging at-home devices, cosmeceuticals (products that promise a clinical benefit while also beautifying) and nutriceuticals (ingestible products that promise an “inside/out” beauty advantage), are also gaining momentum as women attack aging from every angle and by every possible means. Even toothpaste has entered the age-defying game.

What does all of this mean to your brand? It means now is the time to not only understand what the consumers are thinking about antiaging (that it applies to individual consumers, regardless of age) but also that they want the innovations. Half of all women say that they pay attention to what’s new in antiaging and are always on the hunt for the next great product. If your brand wants to be the one to give her the next great product, keep reading. The Benchmarking Company has identified six key antiaging power vitals that you should be following now to keep your target consumer onboard your antiaging train in the future.

Antiaging Schizophrenia

Women have a love-hate relationship with their appearance and getting older. On one hand, they embrace the way they look, while on the other, they want all the antiaging products they can get. More than 45% of all women feel they look five years younger than they really are, and when asked their age, only 2% felt the need to lie—90% were happy enough with how they looked to tell the truth. But on the other hand, they don’t want to look any older, either. Fifty-five percent of women admitted they would spend up to $100 every six months to look 10 years younger, and women overall are still purchasing antiaging products to combat the encroaching signs of aging at a strong clip.