Anti-ageing skin care to lose traction as consumers seek skin health benefits says Avon

Recent research conducted by Avon indicated that 40% of women aged 55+ now don’t consider fine lines and wrinkles their biggest skin insecurity, with the beauty major stating there had been a clear shift in narrative away from anti- or pro-ageing to a focus on “authentic ageing”​ instead.

So, what exactly had driven this shift? And how quickly might we see it take hold?

Anthony Gonzalez, director of global skin care and trend innovation at Avon, said there were a plethora of reasons industry and consumer mindsets were shifting, but COVID-19 had been a clear propellor.

Clean beauty, COVID-19 and searching for ‘the truth’

“You see the shift starting with this clean beauty revolution, and the basis of that is truth – what is in cosmetics; what works; what doesn’t? And it kind of got a little bit out of control (…) and then it became greenwashing – people jumped on this bandwagon. Then you put everyone in their homes with COVID and the internet, and the truth about everything is in that box we’re staring into now. You have this unique paradigm: a culture shift in beauty products and clean beauty, health, safety and caring about the environment and at the same time people have this unbridled access to information,”​ Gonzalez told CosmeticsDesign-Europe.

“…The whole ability and time that we have to really understand what we’re doing with how we care for our skin is setting this slate for products really based in scientific truth or proof-based truth. And that’s where people are now; trying to wade through that.”