By embracing a balanced approach, beauty brands can empower consumers to make informed choices about their skincare journey, and promote healthy self-image at any age, regardless of age or beauty goals.
In a previous blog post, Gen X Beauty Evolution 2024: Over 40s Embrace Healthy Ageing, we explored the growing trend of Gen X and older millennials prioritising healthy ageing over aggressive anti-ageing tactics, a shift that reflects a broader cultural movement towards self-acceptance and celebrating beauty at every stage of life.
However, the “prejuvenation” or preventative ageing movement has been gaining significant momentum, particularly among Gen Z consumers (those born between 1997 and 2012), with a study by NielsenIQ finding that 62% of Gen Z consumers actively seek out skincare products that promise anti-ageing benefits.
Join us today as we delve into both approaches, exploring their unique benefits of embracing ageing and prejuvenation, as well as how they can inform your product development strategy…
What is prejuvenation?
Prejuvenation is a proactive approach to skincare that prioritises preventing the visible signs of aging in the first place. Gen Z is leading the charge on this trend, and rather than waiting to address wrinkles and age spots reactively, are embracing a preventative approach to maintain a youthful appearance for as long as possible.
Gen Z is highly educated and conscious about skincare, thanks to the wealth of information available online. They understand the impact of environmental factors, such as pollution and UV exposure, on premature ageing and are taking proactive measures to counteract these effects.
The significant growth of this trend reflects a rising consumer interest in preventative skincare and a desire to maintain a healthy, youthful glow for longer.
Benefits of prejuvenation
Early Intervention
By addressing concerns such as fine lines, dehydration, and uneven skin tone early on, prejuvenation can potentially save consumers money and effort in the long run, if they want to reverse signs of ageing.
Lifestyle Optimisation
Prejuvenation often emphasises healthy lifestyle habits such as sun protection, proper diet, and adequate sleep, practices that not only benefit the skin but also contribute to overall health and well-being.
Product Innovation
The prejuvenation market is fuelling innovation in skincare ingredients, leading to the development of new and effective products that target specific concerns.
Embracing your age meaning
Embracing your age goes beyond simply accepting wrinkles and grey hair. Gen X and older millennials are dismantling the stigma associated with aging, menopause and their effects on the skin as we get older, and actively seek brands that are unafraid to tackle concerns such as dryness, acne, and hormonal fluctuations. This movement leans towards a “healthy ageing” approach, prioritising natural ingredients instead of the traditional “anti-ageing” products that are often laden with chemicals.
The rejection of the term “anti-ageing” is a conscious choice to celebrate the beauty of ageing, while the emphasis on a “healthy ageing” approach underscores the positive transformation and self-empowerment that can come with embracing the ageing process.
This transformation reflects a broader societal trend celebrating diversity, authenticity, and inclusivity. At the forefront of this movement are a new generation of influencers who are challenging ageist beauty norms and promoting a positive approach to getting older.
Benefits of embracing ageing
Realistic Expectations
By focusing on healthy ageing, consumers develop realistic expectations about what their skin can achieve. This can lead to greater self-acceptance and a more positive body image.
Focus on Inner Beauty
This approach encourages looking beyond the surface and cultivating inner beauty through self-care, mindfulness, and positive self-talk.
Sustainable Practices
Embracing ageing gracefully often leads to a more sustainable beauty routine. Consumers may focus on fewer, high-quality products that nourish the skin without harsh chemicals or excessive packaging.
How brands can achieve the power of balance between prejuvenation and embracing ageing
The beauty industry no longer needs to be a one-size-fits-all proposition. By understanding the benefits of both prejuvenation and embracing ageing, brands can develop product lines that cater to a wider audience:
Offer a Multi-Tiered Approach
Develop product lines that cater to different age groups and concerns. Include prejuvenation serums for younger demographics alongside nourishing creams and age-positive marketing for mature customers.
Focus on Multifunctional Ingredients
Look for ingredients that offer both preventative and restorative benefits. For example, antioxidants can protect against future damage while also promoting collagen production.
Promote Overall Wellness
Don’t just focus on the physical aspects of ageing. Highlight how your products can contribute to a natural approach to beauty that emphasises self-care and inner well-being.
Why use natural ingredients in prejuvenation and healthy ageing products?
A survey by A.T. Kearney, 80% of Gen Z respondents indicated that they are willing to pay more for products with natural and sustainable ingredients, while Gen X and older Millennials are also showing progress, with around half (51%) reporting a similar willingness to invest in sustainable options. This data suggests a growing movement towards environmentally responsible consumption across generations.
Natural ingredients often offer a more gentle and effective way to support both prejuvenation and healthy ageing. They harness the power of plants, minerals, and other natural sources to nourish the skin and contribute to the environment, unlike harsh chemicals.
For prejuvenation, natural ingredients like antioxidants can help protect against environmental damage that contributes to premature ageing. Humectants (such as hyaluronic acid and aloe vera) keep skin hydrated, plumping and preventing the appearance of fine lines. Natural oils such as jojoba and rosehip offer a rich source of vitamins and fatty acids that nourish and support skin health.
For healthy ageing, natural ingredients can address specific concerns. Soothing ingredients such as chamomile and calendula can calm and reduce inflammation. Sheanut butter can help strengthen the skin barrier, improving moisture retention and elasticity, while natural retinol alternatives such as bakuchiol offer similar anti-ageing benefits without the irritation often associated with traditional retinol.
By incorporating natural ingredients into your prejuvenation and healthy ageing routines, you can support consumers and their skin’s natural beauty throughout their life’s journey.
What does this mean for brands?
By embracing the prejuvenation and healthy ageing movements, brands can develop a more inclusive and relatable voice. This can be achieved through diverse marketing campaigns featuring models of all ages and ethnicities. Highlighting the importance of healthy lifestyle choices alongside product benefits showcases a natural approach to beauty. Ultimately, catering to a wider audience with a spectrum of beauty goals fosters brand loyalty and positions your company at the forefront of a progressive beauty industry.
O&3 Thoughts…
The choice between prejuvenation and embracing ageing is a personal one. The most important takeaway for brands is to develop product lines that empower each unique journey. Listen to consumer needs, prioritise natural ingredients, and experiment to find what ingredients work best to promote healthy self-image at every stage of life.
Please note that the views/opinions expressed in this blog are solely our own. It is the responsibility of our clients to conduct the necessary testing to substantiate any claims and ensure compliance with industry standards for every ingredient. We will not accept any liability for claims made based on our content.
This year, the industry was shaped by evolving consumer demands, increasing transparency, and deeper commitments to environmental and social responsibility.
