Eighty-two percent of female consumers polled in TBC’s latest consumer study [1] said that a woman should be proud to look her true age. What’s more, consumers are generally at peace with the natural aging process (53% don’t mind looking their age). Still, 67% admit to being self-conscious about how they look as they grow older, and 96% just adore it when people think they are younger than their real age!

Anti-aging remains the benchmark

While the term "anti-aging" itself is aging, it’s still the top choice when communicating a product’s benefit, TBC explains. Indeed, 54% of the women surveyed prefer the terms “anti-aging” to alternatives such as “Aging gracefully” (46%), “Age-defying” (45%), “Your best you, at any age” (45%), “Timeless skin” (40%).

Furthermore, 70% of women surveyed say they purchase and/or use anti-aging products; and 55% own at least three products labeled as anti-aging. And they are mostly seeking anti-aging benefits: reducing/eliminating fine lines and wrinkles (77%); firming (72%); deep hydration (61%); improving skin elasticity (57%); sun protection (51%).

More surprisingly, the survey found that women are starting to purchase anti-aging products earlier than past generations: Millennials and older started purchasing these products around age 35, while Gen Z purchasers began buying at age 23.

Authentic communication wanted

While women are looking for products providing efficient anti-aging benefits, they require brands to provide authentic communication.

According to TBC: 81% US women want communication to show real, age-appropriate women for whom the product is intended; 78% want brands do not photoshop models; 73% want brands do not use spokespeople whose look cannot be achieved with a skincare product (but had surgery, tillers or Botox).

Furthermore, women need proof from Independent research studies that a product works and that its claims are backed by science. Perhaps because they have already been disappointed by the alleged-effectiveness of the products. Indeed, if 75% of surveyed women would spend more money on products that deliver on promises, many say certain of their anti-aging expectations are not met by their current products: anti-aging facial skincare needs (58%), fine lines/wrinkle reduction (53%), firming (51%), improved elasticity (41%), lifting (40%), dark spots/age spots/lightening (37%).

There are therefore many opportunities for skincare brands, provided they find a way to meet high expectations in terms of transparency and efficiency.

Read the full TBC’s infographics here.