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Who's Dominating Anti-aging Conversations Online?

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Online, 85% of those talking about anti-aging identify as female.

Social Standards has released a report analyzing the demographics surrounding anti-aging conversations happening on social media, revealing that while there is always a market for anti-aging, there is a key audience to look out for: white women between 30 and 60 years old.

On social media, 85% of those talking about anti-aging identify as female—about six times the amount of males discussing the topic online. 

Compared to the older demographic group, individuals in the 25 to 29 age range have been consistent in talking about anti-aging on social media. For the last two years there has been little to no fluctuation on the topic for those in this demographic group. Their average has stayed between 32% and 36% of the online discussion.

The 25 to 29 age group has also taken an interest in focusing on natural products and ingredients like orange blossom and arnica. This topic has started to see more talk on social media as clean skin care, such as vegan, natural and/or plant-based products, has gained prominence. However, oily skin and dark spots still take the predominant role. 

While the younger demographic's numbers are lower than the other age groups, the 55- to 64-year-old group has fluctuated over the last two years, only seeing a steady increase in talk about anti-aging beginning January 2020. The numbers have risen from 0.15% to 0.25% in online talk.