Skincare for the over 30s
Anti-aging skincare – how and when to start?
All skin shows signs of aging over time, but what is the best way to protect against these signs and when do we need to start taking action? Recent consumer studies have found that brands could do much more to help older women understand their skin and that although younger women also need to protect and repair their skin from damage there is a lack of education about appropriate products. Many women between 35 and 44 are also unsure about whether they need to use anti-aging products1.
Understanding the signs...
Anti-aging doesn't just mean preventing wrinkles – it also means having an even complexion and healthy skin tone. Our consumer research2 has found that visible signs of skin aging vary considerably from one part of the world to another. In the USA and Western Europe people tend to think first of wrinkles, whereas in China and the Asian region early signs of aging include, enlarged pores and duller, more uneven skin tone.
A generational gap
With a wealth of information and advice available via the internet, younger women are increasingly skincare savvy. They are keen to learn about skin types and for many, anti-aging starts early with preventive action focusing on moisturizing, skin smoothness and skin tone. At the same time however, younger women are not always aware that pollution and UV rays can accelerate premature aging and often don't realize until it's too late. In contrast, older women may be UV conscious but are less aware of skin type and tend to trust visual markers to tell them about their skin. They also need help understanding that there is more to aging skin than wrinkles and fine lines3.
Beyond wrinkles to radiant skin
At DSM we pride ourselves on conducting original consumer and market research so we can anticipate trends and create formulations and concepts consumers will love. In response to our findings on anti-aging, we developed BEAUACTIVE® to correct the appearance of conspicuous pores and to visibly reduce age spots in skin after the age of 30.
Contact us to find out about other ingredients that could help you meet emerging consumer needs.
1 Mintel Executive Summary: Women’s Facial Skincare. UK, June 2017
3 Mintel Report: Natural and Organic Toiletries. UK, December 2017