LIFESTYLE COSMETICS 37
Keeping pace with changing lifestyle trends
Richard Scott – Editor, Personal Care
Humans are tribal, and as such have a tendency to align themselves to a set of ideals and connect with other similarly- minded people. As part of a tribe, people will seek to ensure as many aspects of their life conform to their particular ideals, shaping the world around them. Clothes, food, energy consumption, transport, and of course consumer products, are all choices and there are options to suit different lifestyle choices, backed up by an ever- increasing array of accreditation bodies. In addition to the morality choices
people are making, consumer product manufacturers need to consider the practical changes in the ways people are living their lives. There have been substantial changes in recent years both to the way people interact with their peers as well as the structure of families. Although these things happen gradually, they have an enormous impact and affect all aspects of life.
Here we will look at some of the key lifestyle themes we believe will have an effect on the types of personal products people will want to use.
Family life and later parenthood Statistics are showing that the average age of first-time mothers is steadily increasing.1 There are multiple factors involved in this trend (such as higher education, house prices, etc.), but perhaps key is that more women are looking to build a career and then start a family later. Over the past 40 years the average age has crept up from 23 to 26 and in some parts of Europe such as Spain, has gone past 30.
This means that first-time mothers today have quite a different experience to those a generation ago. More women are having children in their late-thirties and early forties and this in turn results in smaller family sizes.
The impact this has is that by the time
they are having children, many mothers will have already developed a well-structured anti-ageing skin care routine and will be anxious not to change things too drastically while accepting that their focus will be mainly on their new arrival for a good few months. The key is to offer new mothers multifunctional products that allow for a truncated yet still effective skin care routine
while still giving the sense of being pampered.
For the babies in question, having older
parents means that many of the product choice criteria their parents have developed in their preceding years as active consumers (natural ingredients, free-from trend, etc) will be passed down with even greater scrutiny to them. The steady shrinking of family unit sizes will only enhance the already-strong desire to protect the child and their delicate skin.
The dad should not be forgotten The shifting structure of the typical family unit has meant that more mothers return to work after a period of maternity leave that is often quite short. Shared parental responsibilities mean both parents have to juggle home life and work life, frequently operating on low power. Men’s care ranges often make claims of ‘revitalising’ and ‘active power’, but aligning these claims to a sleep-starved ‘new dad’ range would reflect the times.
Social media It is sometimes difficult to grasp the huge impact social media has had on our way of life. In the early 2000s some websites offered an intriguing opportunity to see what people you went to school with were up to now, and then other websites such as MySpace became hubs for teenagers to discuss music. But since then, Facebook, Twitter, and Instagram have grown to such levels that they dominate interaction between people of all ages, along with the businesses they use. Social media has emerged in tandem with mobile phone technology, with individuals able to use these powerful combined computers/cameras/ communication devices to keep in contact with their network at all times. An interesting development has been the use of camera ‘beauty’ filters which can instantly smooth complexions and highlight features for immediately shareable selfies. However, the results are not entirely ‘natural’-looking.
April 2018 PERSONAL CARE EUROPE
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