As with every industry, trends and consumer desires are ever evolving. In the world of cosmetics, constant innovation and technological advancement has lead us to the world of anti-aging products, where the goal is to slow down and reduce the signs of aging, by hiding skin wrinkles and other features that develop with old age. It is no secret that these products are one of the leading sellers in the industry. Anti-aging sales were able to keep up during the recession, and the sales figures for 2015 are projected at $114 billion worldwide. According to Dr. Elizabeth Hale, New York University Medical Center Dermatologist, “people are searching for products and procedures that deliver results without the cost, risks and downtime of more invasive cosmetic surgery,”. In the UK, Lancôme performed a study to find out at what point women begin to claim they feel “old”. The survey concluded that up until the age of 45, most women (75% of those surveyed) felt like they were 5 years younger than they really were. Two thousand women were surveyed, between the ages of 30 and 60. The poll also determined that 80% of women agree that good genes can have an effect on youthfulness.
Although anti-aging products are extremely popular in women’s products, it is not quite the same for men. The research firm Affinnova concluded that men were repulsed by claims the likes of “anti-aging” or “rejuvenating”. Many brands consider these words as a strong selling point, but for men this was not the case. It was found that most men preferred products that protect their skin such as sunscreens, rather than being concerned with “removing wrinkles”.