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Antiaging continues to be one of the beauty industry’s largest areas of opportunity, with brands consistently hunting for ways in which to incorporate the latest antiaging ingredients into their products, as well as for methods to reach consumers with this information. With innovative ingredients and marketing techniques continuing to evolve each day, as well as the still-gaining natural trend’s growing impact on antiaging’s evolution, keeping consumers on board with your brand’s developments can be more difficult than ever, which is why it is vital to stay well-informed about the industry’s overall antiaging direction.
“What we see on the horizon for antiaging products is the bar being raised higher and higher,” says Tom Kovats, vice president of Centerchem, Inc. “Our customers—the manufacturers and marketers—want more efficacious actives to meet the demands of their customers, the consumer who wants the latest and greatest in antiaging. The fact is, baby boomers and those behind them are getting older, and they just don’t want to look or feel older.” Boomers are clearly the target of the vast majority of antiaging products, but they aren’t the only ones picking them up. “Baby boomers, along with 20- and 30-year-olds, are looking to retain a more youthful appearance. And consumers today are reading labels and are looking for products with ingredients they are familiar with,” says Ellen Delisle, technical sales manager with Bio-Botanica, Inc. The massive market reach of antiaging, as well as possibilities to encompass a more natural bent, make the segment one not to ignore.
Much of the current innovation in antiaging ingredients is coming from an environmentally friendly angle. “We’re seeing a lot of companies continuing with the trend toward botanical ingredients, things like pomegranate or cactus flower extract,” says Kyle Einhorn, vice president of business development with Viachem, Ltd. “This also seems to fall in line with the ongoing preference toward incorporating, or at least marketing, green or organic ingredients. In the area of antiaging, five [growing ingredients] we’re seeing are bearberry, acai berry, red tea, argan oil and durian.” The free radical-fighting power of antioxidants also is making botanical ingredients hot. “Antioxidants occur naturally in botanicals, and they are being widely used in cosmetic and beauty products,” says Delisle. “Anti-inflammatory and antioxidant claims on products have never been more popular than they are today. Most of us are familiar with vitamin C, vitamin E tocopherol, licorice and green tea in our cosmetic products to offer either antioxidant or anti-inflammatory properties,” but, Delisle notes, other ingredients also are on the rise. “Exotic fruits are very hot in the cosmetic industry. These fruits contain high antioxidant levels for numerous antiaging benefits, and many of these ingredients are also being used in nutritional drinks,” she says.
Einhorn sees the rise of antiaging products that tout both inner and outer beauty benefits, as well. “We’re seeing more complementary pairings of internal and external ingredients, which also falls in line with the idea that ingestible ingredients are inherently good for topical use, as well,” he explains. “Consumers seem to have accepted that if it’s okay to ingest an ingredient, then it’s okay—and even better—to put it on your skin.” As an illustrative example, Einhorn offers, “In our marketing of vitamin A products for AGD Nutrition, we have called upon this principle that using a natural, identifiable substance found naturally in foods is often a safe bet for finding ingredients that are actually effective.”