Home Blog Past and Present Skin Care Rituals
Jun 28, 2017

The New Age

Subscribe to our blog

Recently, my mother broke both of her wrists and had casts from her hands to her elbows for two months. One of her main concerns was her nightly ritual of potions and lotions that my step-father was relegated to slathering on for her. Not only does she have a specific order for how to apply each of the creams, but she prefers to smooth them on in an upward motion because she would like her skin to be “lifted.”

There is a marked difference between my mother’s generation and the current gen-du-jour. My mother didn’t think about age spots or sun damage until she saw it on her skin. My 17-year old cousin, however, has never spent a day in her life without sunscreen. The transition from solution-oriented to preventative, like the shift in overall skincare, was slow and then sudden.

The question we are currently facing is: how can consumers and brands get on the same page? Industries and franchises have been built on the solution-oriented approach to aging. They have centered their personae on the premise of plumping wrinkles and lifting sagging skin. Based on NPD data, the age specialist subsegment is responsible for nearly 10 percent of total U.S. prestige skincare sales, and represents 15 percent of the facial skincare market. Age specialist declined throughout 2016 and this trend continued into the first quarter of 2017. While other subsegments like facial moisturizer have made a turnaround, age specialist still hasn’t been able to make any traction in the market and posted a $4 million decline so far in 2017.

The U.S. anti-aging market is at its tipping point. The skincare industry must strike a balance between the older consumers who are looking for skincare experts to tell them how to correct their issues, with the younger consumers who would like to understand each ingredient on the label and the reason for it being included. Younger consumers are also more likely to look at skincare as part of their wellness routine, complete with anti-aging supplements that include ingredients like collagen and hyaluronic acid.

This fundamental shift in thinking has already happened; it’s the brands that need to catch up.


Stay current in your industry
SUBSCRIBE

Related Blog Posts

Tagged: Beauty


VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications
VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications

The VSCO girl subculture took hold this summer and has created opportunities for products and brands in a variety of industries including apparel, beauty, fashion accessories, footwear, sporting goods and technology. We asked our industry analysts to weigh in regarding the implications and opportunities for their industries.

The Price of Perception
The Price of Perception

As we enter the holiday season, beauty products will likely be a gift of choice for many people. While hot deals have become a holiday shopping staple, prestige brands and retailers must strike a balance between offering value and staying true to their heritage.

The New Clean-ical
The New Clean-ical

As consumers voice concerns over ingredient safety, clinical brands that are making public statements on clean ingredients are growing by a combined +100 percent. Such brands are creating products that forgo harmful synthetics, while maintaining their clinical ethos.

The Beauty of Sustainability
The Beauty of Sustainability

Beauty brands are incorporating sustainability through ingredient sourcing and reusable packaging, and through their business practices. Brands that use their voice to bring consumer attention to industry issues like sustainability are experiencing double digit growth in a softening market.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.