Brands need to be aware of the changes in how consumers perceive aging and how they tackle aging problems. The visible signs of aging, such as loose skin and wrinkles, remain Chinese women’s top concerns, but they have been paying more attention to improving skin tone and repairing the skin barrier, reflecting their focus on skin health. In addition, the aging of hair/scalp and body skin also gets attention and mental health will be a more important topic related to anti-aging in the coming years.

Meanwhile, consumers have adopted a more holistic approach and are looking beyond skincare products when dealing with aging problems. While beauty supplements, beauty devices and even cosmetic surgery are all good options, a healthy lifestyle is the ultimate anti-aging solution.

Key issues covered in this report

  • Market and competition trends in the anti-aging market

  • How consumers perceive aging and their usage of anti-aging products

  • Consumers’ perceived causes of skin aging

  • Changes in most important anti-aging claims as compared to 2019

  • Consumer segmentation based on their attitudes towards aging and anti-aging

Definitions

This Report focuses on consumer attitudes towards aging and the use of the following products with age management claims such as anti-aging, reducing fine lines/wrinkles, antioxidant and firming, etc:

  • Facial skincare (eg cleanser, toner, moisturiser/lotion, serum/essence, eye cream/essence, oil, mask, sun protection, etc)

  • In-home facial beauty devices (such as facial steamer, infusion and exfoliation device, etc)

  • Cosmetic surgery products (after-surgery facial repair paste, etc)

  • Professional products from beauty salons

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