Table of Contents
Executive Summary
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- Market and competition
- Strong consumer demand spells good news for the anti-aging market
- Product communication focuses on ingredients with new storytelling
- Local brands start to compete on technology innovation
- China market focuses on skin needs, while products that support menopause are increasingly important in the West
- The consumer
- Consumers still focus on visible signs of aging
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- Figure 1: Signs of aging, 2020 vs 2021
- Lifestyle factors take centre stage
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- Figure 2: Factors contributing to skin aging, January 2021
- Anti-aging is relevant in various categories
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- Figure 3: Usage of anti-aging products, January 2021
- Suncare is the first step in anti-aging
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- Figure 4: Usage of anti-aging facial skincare products, January 2021
- Consumers pay more attention to skin tone and skin barrier
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- Figure 5: Most important claims of anti-aging skincare products, 2019 vs 2021
- There’s still a strong desire to look younger for one’s age
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- Figure 6: Attitudes towards anti-aging, January 2021
- Four consumer segments that represent opportunities
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- Figure 7: Consumer segmentation, January 2021
- What we think
Issues and Insights
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- Tap into the aging of hair and scalp
- Offer anti-aging solutions for sensitive or damaged skin
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- Figure 8: Vichy Laboratoires LiftActiv H.A. Epidermic Filler, China, 2021
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- Figure 9: Sulwhasoo Concentrated Ginseng Rescue Ampoule, China, 2020
- From anti-aging skincare to anti-aging lifestyle
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- Figure 10: Clinique Derma Drink System, US, 2020
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- Figure 11: Fancl x Super Monkey Super Bounce Super Young event, China, 2020
- Figure 12: Example of Philips #Don’tSleepOnIt campaign, India, 2020
Market and Competition – Key Takeaways
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- The market fares well with strong consumer demand
- Brands are upgrading product communication on ingredients
- Products for menopausal women are booming in the West
Market Drivers
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- The desire to look younger is still strong among Chinese women
- Mature women offer opportunity
- Consumers seek holistic anti-aging solutions
- Anti-aging skincare continues to drive the prestige sector
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- Figure 13: Examples of new anti-aging skincare launches from local brands, China, 2020
- Figure 14: Examples of new anti-aging skincare launches from prestige brands, China, 2021
Competitive Strategies
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- Local brands start to compete with foreign brands on technological advances
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- Figure 15: Example of Beauty Rule products, China, 2021
- Upgrade product communication to highlight the combination of hero ingredients
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- Figure 16: Example of new anti-aging skincare launches that contain pro-xylane, China, 2020
- Ingredient suppliers are featured to denote quality and credibility
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- Figure 17: Mixx Laboratory communication on ingredients and suppliers, China, 2020
Launch Activity and Innovation
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- China’s anti-aging launches are focused on skincare
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- Figure 18: New BPC launches with an anti-aging claim, by category, China, Japan, South Korea, US and UK, 2020
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- Figure 19: New anti-aging colour cosmetics launches, China, 2020
- Neck care is small but experiences new uptrend
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- Figure 20: New anti-aging skincare launches, by sub-category, China, 2016-20
- Figure 21: New anti-aging neck care* launches, China, 2016-20
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- Figure 22: New anti-aging neck care launches, China, 2020
- Serum and essence see the greatest increase
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- Figure 23: New anti-aging skincare launches, by format and texture, China, 2016-20
- Figure 24: L'Oréal Paris Revitalift Filler[HA] Ampoule in Cream, China, 2021
- Brightening has become a more important claim than anti-wrinkle
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- Figure 25: Top claims of new anti-aging skincare launches, China, 2016-20
- Figure 26: Estée Lauder Revitalizing Supreme+ Bright collection, China, 2021
- Innovation highlights in overseas markets
- Beauty for all ages
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- Figure 27: Examples of LaMaria products, US, 2021
- Figure 28: Example of Kindra products, US, 2019
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- Figure 29: Example of State Of products, US, 2020
- Figure 30: Avon Adapt Menopause Skincare Set, UK, 2021
The Consumer – Key Takeaways
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- Loose skin and wrinkles indicate skin aging, but consumers pay more attention to skin tone and skin barrier
- Lack of sleep has taken the place of age as the top one factor causing skin aging
- Consumers are open to a holistic anti-aging solution, though facial skincare is prioritised
- Be aware of four consumer segments
Signs of Aging
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- Loose skin and wrinkles indicate skin aging
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- Figure 31: Signs of aging, 2020 vs 2021
- Hair problems get slightly more attention than last year
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- Figure 32: Signs of aging – hair problems, by monthly personal income, January 2021
- Mental health issues are second to skin aging
Causes of Skin Aging
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- Lack of sleep is a universal concern
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- Figure 33: Factors contributing to skin aging, January 2021
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- Figure 34: Coca-Cola Zunxuan 28 Sleep Waking Face, China, 2020
- Figure 35: Moonlit Skincare The Ultimate Sleep Kit, US, 2019
- Opportunities to help with stress and unhealthy diet
- Different age groups need different solutions for external aggressors
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- Figure 36: Factors contributing to skin aging – external factors, by age, January 2021
Usage of Anti-Aging Products
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- Facial skincare products are prioritised, but consumers are open to holistic solutions
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- Figure 37: Usage of anti-aging products, January 2021
- Improving skin tone from within
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- Figure 38: Signs of aging, by usage of beauty supplements, January 2021
- Young consumers are still waiting to enter the anti-aging category
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- Figure 39: Usage of anti-aging products – using now, by age, January 2021
Usage of Anti-Aging Facial Skincare Products
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- Suncare and cleansing are most important steps
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- Figure 40: Usage of anti-aging facial skincare products, January 2021
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- Figure 41: ISDIN Age Repair Fusion Water SPF 50, China, 2020
- 25-29 year olds tend to focus on eye cream and facial serum
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- Figure 42: Usage of anti-aging facial skincare products, by age, January 2021
- Tier one cities lead usage of anti-aging skincare products, especially facial oil
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- Figure 43: Usage of anti-aging facial skincare products, by city tier, January 2021
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- Figure 44: Gaps between consumers with high and low personal income in terms of usage of anti-aging facial skincare products, January 2021
Anti-Aging Claims
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- Consumers may turn to other solutions for anti-wrinkle
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- Figure 45: Most important claims of anti-aging skincare products, 2019 vs 2021
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- Figure 46: Most important claims of anti-aging skincare products, by usage of beauty devices, January 2021
- Improving skin tone and repairing skin barrier are increasingly associated with anti-aging
- Older women’s demand for improving skin tone is growing
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- Figure 47: Most important claims of anti-aging skincare products, by age, 2019 vs 2021
- Figure 48: Introduction of Helena Rubinstein Prodigy CellGlow The Ultimate Cellxir, China, 2020
Attitudes towards Aging and Anti-Aging
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- A strong desire to look younger drives people to actively take anti-aging actions
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- Figure 49: Attitudes towards anti-aging, January 2021
Consumer Segmentation
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- Anti-aging is a universal demand but consumers take different approaches towards it
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- Figure 50: Consumer segmentation, January 2021
- The Embraced: anti-aging is about achieving holistic well-being
- Who are they?
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- Figure 51: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
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- Figure 52: Signs of aging – select items, by consumer segmentation, January 2021
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- Figure 53: Usage of anti-aging products – using now, by consumer segmentation, January 2021
- Opportunities
- The Fighters: invest in various beauty products to look younger
- Who are they?
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- Figure 54: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
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- Figure 55: Usage of anti-aging facial skincare products – select items, by consumer segmentation, January 2021
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- Figure 56: Important anti-aging claims – select items, by consumer segmentation, January 2021
- Opportunities
- The Confident: walk their own path towards anti-aging
- Who are they?
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- Figure 57: Attitudes towards anti-aging – strongly agree or agree on select items, by consumer segmentation, January 2021
- Opportunities
- The Worried Outsiders: afraid of getting old, but not ready to spend a fortune on anti-aging
- Who are they?
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- Figure 58: Factors contributing to skin aging – select items, by consumer segmentation, January 2021
- Opportunities
Appendix –Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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