| Résumé : |
Claims of personal care evolve following trends and various innovations in the field of the active ingredient development, the finished product formulation and the way both are evaluated, demonstrating their performance. Since the mid-2010s, the cosmetics industry has been gradually leaving the era of anti-ageing behind. Today, most consumers are more in the mood for a 'well ageing', 'slow ageing' or 'pro-ageing' approach.
The philosophy of the 'pro-ageing' movement has sought to remove all 'anti' daims because, according to this concept, women over 50 are not interested in locking younger; they want to look healthy and be honest about their age. Some brands have used the idea of improving the appearance of skin quality and restoring skin comfort. A new vocabulary of renewal, regeneration, plumpness, and Slow' now dominates the language of the beauty industry.
Increasingly inclusive beauty rituals give the opportunity for a pause, counterbalancing stressful, tiring and anxious lifestyles and reducing the deleterious effects of a life that attacks the skin through internat mechanisms or a harmful environment. Eliminate toxins, oxygenate the body, take care of oneself to maintain the radiance and homogeneity of the complexion and a good mood. Beauty then becomes more integrative, it will universalise well-being, the silhouette, sleep quality and lifestyle, resulting in a different look.
Consumers are going to take action to preserve their tonicity, elegance and silhouette. In this quest for mindful beauty radiance, what women expect from cosmetics is emotional pleasure and sensoriality. It is all about supporting the ageing process rather than fighting the signs of ageing, with skincare products supporting a 'pro-longevity' and enhancing. |
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How to prove pro-ageing claims in vivo in GLOBAL PERSONAL CARE, Vol. 23, N° 4 (04/2022)
