The Age Factor

 

QUESTION: The skin care industry has witnessed an expansion in demand from older consumers to a growing younger consumer base. People are beginning to use skin care at an increasingly young age in a bid to delay the signs of ageing. What actions are skin care companies taking to address these changes?

LEARNING: Prevention is starting at a younger age. But social media is normalising some alarming trends for young people.

Michelle said one of the things that Alpha-H was included more campaigns around SPF and using younger influencers to portray this.

Karen said younger clients, who usually were being treated for acne, all wanted to be “picture-perfect” because of social media influences and although it could be unrealistic, it encouraged teens to see her sooner rather than later.

Simone said it was important for parents to be as much on board as the children or teenagers they were treating so they fully understood the long-term investment in treating youngsters.

Olivier said the trend on makeup and contouring for young girls was resulting in a lot of bad skin who were applying layers of makeup everyday and were not removing it properly.

Eddie said young men didn’t have the option to cover up their skin with makeup so they were more likely to be “stuck in this psychological never-ending cycle”.

Robyn said social media had definitely “changed the game” when it came to accessing a new market in a younger generation because there was such a need for it.

Watch the video at the top of the page for the full discussion.

FULL ROUNDTABLE 6 VIDEO LIST:
Responding to ‘Skintellectualism’
The Impact of Green Beauty
Technology and Delivery Concerns
Marketing to Men
The Age Factor
The Next Big Skin Care Trend