Dermatology & Cosmetology

Pro–Aging Products

Contrary to the previous trend, the first pro-aging products are beginning to emerge. This is a trend linked to women’s liberation, in a proposal in which women get rid of the imposition of needing to look perfect all the time and the pressure of always appearing young, regardless of the stage of life they are in. As a result a new category of consumers has appeared: the silver category. Women in the silver category are over 50 years old and want to look healthy at the age they are. In this sense, cosmetics for the face correct the colour and promote hydration, but do not cover wrinkles or lead to a ‘face-lifting’ effect. In the hair segment, the idea is the same: do not mask, but soften the hair and give it back its shine. This is a trend that is aligned with the concept of a more natural appearance, sometimes even without makeup. To extract the greatest possible potential from this segment, formulators should be aware of how people in the silver category would like to look.