image for Pro-ageing is the new anti-ageing

Pro-ageing is the new anti-ageing

Published on Wednesday, 11th October 2017, contributed by Ready
Women are no longer interested in beauty products that claim to reverse the ageing process. 
 
Instead, many prefer to focus on celebrating what it means to be their age, whatever that may be. This is fuelling a demand for products that help women look good and preserve their skin, rather than make it look younger. 
 
The shift from anti-ageing to pro-ageing is just one of the findings in a comprehensive new report from Bath-based creative campaign agency Ready.
 
Called Beauty & Personal Care: Purchasing Habits Across the Generations, the report analyses how teenagers, millennials and older consumers discover and purchase beauty products.
 
It also details how:
 
  • Many millennials are becoming beauty experts in their own right, using social media to pass their expertise on to fellow beauty lovers
  • Despite being avid consumers, teenage girls don’t like beauty advertising, believing it sets unrealistic and unachievable standards
  • The peak age for buying beauty products has shifted from 38 to 49, as women increasingly view ‘middle-age’ less as a negative concept and instead a time to relish
 
Ready have been working with beauty brands for the past five years. Clients include Soap & Glory, Burt’s Bees and No7, and they were recently added to the Walgreen Boots Alliance’s preferred supplier list.
 
Their projects within the sector have been wide-ranging, from a chatbot for Soap & Glory’s website to an online ‘hub’ for the launch of Burts Bees’ first ever lipstick range.
 
The Beauty & Personal Care: Purchasing Habits Across the Generations report is available to purchase here. Samples are available on request.