ANTI-AGEING
boosting skin elasticity for longevity results. By promoting the efficacy in natural actives,
Green People is positioning their product to appeal to the eco-conscious and holistic health focused consumer. This targeting taps into the growing demand for multi-functional, nature-powered solutions that support long- term skin health without compromising on performance or ethical standards. Brands must prioritise sustainable
practices and offer transparency to remain relevant and competitive. Sustainability is no longer just a trend—it has become a fundamental expectation for beauty brands. Consumers demand ethically sourced, eco- friendly products that do not compromise on performance. In ageing care, this means delivering effective, long-term skin solutions that align with the values of today’s environmentally conscious consumer.
The role of social media and influencers in shaping ageing care trends Social media plays a crucial role in shaping beauty trends, including ageing care. Platforms like Instagram, TikTok and YouTube drive product promotion through real-time reviews and tutorials by influencers and skin care experts.
This accessibility accelerates product
awareness and empowers consumers to make informed decisions. Influencers create viral moments that shape preferences and push brands to innovate. As a result, beauty marketing has become more transparent with consumers demanding honesty about ingredients and product claims. Consumers are increasingly focused on
hero ingredients inspired by social media’s ingredient-focused marketing. They seek clinically proven actives like retinoids and peptides. Brands respond by highlighting scientific claims to meet the demand for transparency. However, the rapid spread of misinformation
can lead to unrealistic expectations and distrust. To counter this, brands collaborate with credible experts to enhance authenticity. Social media is reshaping ageing care
marketing, making it more interactive and evidence driven. Brands that focus on education and expert-led content will be best positioned to build trust and succeed in this highly competitive market.
The future of ageing care: challenges brands are facing The beauty industry faces the challenge of redefining what it means to look better, moving away from the traditional association of looking youthful with looking younger. Effective marketing will need to guide consumers to understand that achieving healthier, more radiant skin does not necessarily mean regaining a youthful appearance but rather embracing a state of vitality and longevity at any age. Successful rebranding in this space will likely
hinge on the ability to convey that well-ageing is not about erasing age, but about celebrating
www.personalcaremagazine.com
it with skin that remains strong, resilient and vibrant throughout life. Looking ahead, the future of anti-ageing
skin care is poised to be shaped by continued innovation, both in terms of product development and technology. Emerging trends include the use of biohacking techniques to slow ageing, as well as deeper integration of biotechnology into skin care formulations. Hero ingredients like peptides have gained
significant popularity in skin care due to their multi-functional benefits and proven efficacy in promoting long-term skin health. Their science-backed performance makes them a key player in well-ageing skin care, which prioritises resilience and vitality over simply reversing signs of age. Brands are successfully marketing peptides
by highlighting their cellular-level mechanisms, like boosting collagen and elastin, to positioning results-driven solutions for sustained skin health and vitality. Additionally, the integration of wellness and beauty will continue to grow, with more products that not only support skin health but also enhance overall well-being. Advances in AI, coupled with improved understanding of skin’s microbiome and epigenetics, will likely lead to breakthroughs in skin longevity that we can only begin to imagine today.
A new era in ageing care The skin care market for ageing has evolved from a niche concern focused solely on appearance to a comprehensive approach that integrates science, wellness and sustainability. As the beauty industry continues to embrace cutting-edge technologies, personalised solutions and a holistic view of skin health, we
can expect a future where ageing care is not just about looking younger but about fostering long- lasting, healthy skin. However, consumer demand for products
that promise to reduce the signs of ageing remains strong and this trend will likely persist as long as leading skin care brands continue to dominate the market with innovative ageing care solutions. As the market matures, many brands are also
shifting towards promoting the idea of well- ageing, rather than just focusing on reversing the visible effects of ageing. Despite this shift, there remains a delicate balancing act in how brands communicate this message. As the industry continues to innovate
and adapt, the future of ageing care looks promising, with a continued focus on wellness, sustainability and personalisation, ensuring that ageing gracefully and promoting skin longevity remain the ultimate goals. This transformation marks an exciting new chapter in the pursuit of beauty, where the emphasis is not on reversing age, but on embracing skin vitality and resilience throughout the years.
57
PC
References 1. De Mattia S, Mitarotonda A - ME&theCHEMIST, Cosmetic Consultancy Labs, UK. Anti-ageing versus well-ageing, prospettive e dintorni. Beauty Horizons (Italian edition). January 2025
2. MySkin by Cetaphil. Cetaphil AI Skin Analysis Tool.
https://www.cetaphil.com/us/skin-
analysis.html
3. Green People. Sensitive Scent Free 24 Hour Cream (50ml).
https://www.greenpeople.
co.uk/products/sensitive-scent-free-24-hour- cream-50ml
June 2025 PERSONAL CARE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
