The Evolution of Anti-Aging

The fastest growing area of skincare and beauty products has been in anti-aging creams, wrinkle serums, and supplements. With average selling prices for anti-aging products vastly higher than for cosmetics, shaving cream, and nearly every other skin care product, revenues in this segment in the U.S. were $832 million in 2010 (the most recent data available, not incorporating anti-aging treatments, facelifts, medical procedures, etc.). Global market research firm Euromonitor International's last “Skin Care in the US” report stated that anti-aging products “are expected to show the fastest growth with 20% constant value growth over 2010-2015” while a similar report from Mintel Group forecast a 46% increase at current prices. One of the reasons for this increase is due to the evolution of anti-aging products.

Previously, cosmetics manufacturers targeted the 40-and-up age group by developing anti-aging products like eye creams and gels to eliminate wrinkles and reduce crow's feet, fine-lines around the eyes. Some consumers also sought solutions to reduce puffy eyes (eye bags), and dark circles under eyes.

Due to the age of the primary users, those products were once satisfactory, but a legion of new savvy younger customers has entered the market. The discerning buyers are already adept at maintaining healthy and bright skin, so to accommodate them, cosmetics companies have enhanced anti-aging products by making the products preventive in nature. These often contain SPF protection against UVA / UVB rays, moisturizing ingredients for hydration, vitamins and antioxidants, and peptides in protein boosting skin serums which increase collagen and provide supple skin, in addition to helping reverse the signs of aging.

Cosmetics companies are researching the addition of stem cells and hormones as ingredients. Product offerings have expanded beyond face and hands and are now being applied to the neckline as well.

[For vexxing skin issues, The American Academy of Dermatology recommends discussing with your dermatologist or doctor which skin care products are most safe and effective.]

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“Men's Grooming – US.” Mintel Sep 2010.

“Skin Care in the US.” Euromonitor International May 2011.