38 PRO-AGEING
ahead developing sets of products that they claim will fit each week of a cycle. One of the best examples of this is Typology, with their ‘Woman Periodic Serums,’ a pack of four serums which are to be used for seven days each, following each cyclic phase. Neal’s Yard Remedies have also taken advantage of the trend with their Women’s Body Balance Collection, with each product formulated to ‘nourish your skin and harmonise body and mind, giving a sense of balance through the body’s natural cycles and rhythms.’ However, it is more likely that the consumer
will be looking for ‘special’ skincare that they can use during their period; textures and ingredients to combat skin concerns, help with relaxation, and create a sense of balanced wellbeing. To be able to meet the consumers’ desires of being catered for at each stage, brands can continue to produce products that meet the typical skin concerns, but advertise them for use at appropriate times. Brands would be most successful in
considering messaging that encapsulates health and wellbeing, and aiming to empower the consumer with knowledge about the impact that the menstrual and hormonal cycles may have on people’s lives. Products should focus on how they can help the consumer achieve balance.
Conclusion With menopause products becoming more readily available, and hormonal beauty being discussed fervently online, we predict that this trend is only set to grow further. Looking to the future of hormonal care, for example, it is possible that testing hormone levels throughout the month may grow in popularity, like cycle tracking. This may then further evolve into using this data to inform consumers on what products are needed, and to personalise products to fit their needs at each defined stage, based off their hormone measurements and the impact these levels may have on their skin. With regards to menopause, this openness and taboo reduction has already translated into increasing numbers of women benefitting from HRT. In fact, there have been shortages of HRT in 2022, not only due to complex international factors such as manufacturing capacity and disruption of global supply chains, but also due to a 38% rise in demand in the past seven years, with prescriptions almost doubling in England over the past five years.19 Overall, we expect the hormonal and menopausal beauty market to experience significant growth over the next five years, as consumers become increasingly aware of the impact that hormones have on the skin and will seek out products that address these specific skincare concerns. However, as a final note of consideration, brands that wish to champion menopausal and hormonal skincare in the future must be authentic to avoid ‘menowashing.’ The future of menopausal and hormonal skincare depends on brands being science-led.
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