Page 55 - EM - EXPORT MAGAZINE PERFUMERY EDITION

The Openstreams Global Beauty Industry Summit brought ONLINE INTERVIEWS HELD FOR THE OPENSTREAMS
together perspectives from national associations, trade shows, GLOBAL BEAUTY INDUSTRY SUMMIT
institutions, and brands. Prior to this and to bring further REMOTE EXPERTS
quantitative insights to the discussion, BEAUTYSTREAMS Experts unable to attend the Summit were interviewed online
conducted a proprietary consumer survey of over 1,000 and significantly contributed to the key findings of this report:
individuals across 7 countries — Brazil, China, France, India, n Ms. Kajal Anand, Representative of the All India Cosmetic
Morocco, Nigeria, and the United States. The survey examined Manufacturers Association (India)
consumer mindsets regarding aging in the context of a social n Ms. Jessica Cruel, Editor-in-Chief of Allure Magazine (United States)
media-driven world and examined what consumers expect n Ms. Birgit Huber, Deputy Director General of IKW, the German
from beauty products, how they feel about anti-aging Cosmetic, Toiletry, Perfumery and Detergent Association
terminology, and beyond, capturing insights from individuals (Germany)
aged 18 to 80+. n Mr. Benedetto Lavino, President of Cosmetica Italia (Italy)
Additionally, 30 Summit participants and supporters were n Mr. Christophe Masson, Chief Executive Officer of Cosmetic
surveyed by the Openstreams Foundation to gather top-level Valley (France)
industry professional insights on new terminology to address n Mr. Joash Ouma, Founder & President of the Association of
aging. Respondents included experts from Australia, China, Cosmetologists Kenya (Kenya)
France, Germany, Italy, Japan, South Korea, the United Kingdom, n Mr. Akshay Talati, Chief Innovation Officer of Supergoop!
and the United States. The Openstreams Global Beauty (United States)
Industry Summit Official Report 2025 compiles key findings n Ms. Tina Viney, President & Chief Executive Officer of the
from both the Summit and consumer surveys and serves as a Aesthetics Practitioners Advisory Network (Australia)
guide for beauty industry players to ideate business strategies n Mr. Joe Wang, Director of Innovation & Entrepreneurship of
in line with an aging population and shifting consumer the China Association of Fragrance Flavour and Cosmetic
mindsets. In the spirit of open exchange, the report is available Industries (China)
free of charge to all beauty industry professionals, offering a n Mr. Junji Yamamoto, Senior Managing Director of the Japan
unique and comprehensive view of the global beauty sector. Cosmetic Industry Association (Japan).
As a preview of the findings that shared in the full report, take
a look at a selection of key topics, insights, and findings from A PREVIEW OF KEY FINDINGS:

the Summit’s panel discussions. Evolving Terminology Around Aging
As global perceptions of aging evolve, so too does the language that
PANEL DISCUSSIONS HELD AT THE OPENSTREAMS the beauty industry employs to communicate with consumers.
GLOBAL BEAUTY INDUSTRY SUMMIT The term “anti-aging,” once ubiquitous in marketing campaigns,
ON-SITE EXPERTS is increasingly viewed as outdated and even counterproductive,
We had the honor of welcoming 8 in-person experts across two signaling a shift toward more positive, inclusive messaging.
roundtable discussions at The Aging Forum, held at the United According to the Expert Survey* conducted at the Openstreams
Nations Headquarters in New York on December 12, 2024: Global Beauty Industry Summit, 50% of sthe respondents favored
n Mr. Saehoon Lee, Chairman and President of Gyeonggi “healthy aging” as the best alternative to “anti-aging.” “Well-aging”
Cosmetic Committee (South Korea) and “vitality-boosting” were tied as the second most popular
n Ms. Andrea Nagel, Senior Vice President of Cosmetic Executive choices, with 23.33% of participants favoring each, followed by
Women (United States) “pro-aging” at 20%. These preferences reflect a desire to embrace
n Mr. Cesar Tsukuda, General Manager of Beauty Fair (Brazil) aging as a natural and empowering process rather than something
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n r. Cendy Wang, Representative of Bloomage Biotech, to be battled or erased. “Anti-aging sounds somewhat negative.
Vice-Chairperson Unit of the China Association of Fragrance Maybe it’s time to change the term to ‘well-aging,’ ‘natural aging,’
Flavour and Cosmetic Industries (China) or ‘beautiful aging,’” suggested Saehoon Lee, Chairman and
n Mr. Nicola Palmarini, Director of the U.K. National Innovation President of Gyeonggi Cosmetic Committee in South Korea,
Centre for Ageing (United Kingdom) capturing the sentiment of a changing global industry. According
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n r. Nadine Pernodet, Senior Vice President, Innovation & to Joe Wang from CAFFCI and Tina Viney from APAN, in China
Technologies, R&D of the Estée Lauder Companies (United States) and Australia, regulatory changes reflect this shift. Brands are no
n Melis del Rey, General Manager, Beauty, Baby & Beauty Tech – longer permitted to use the term “anti-aging,” which is considered
U.S. Stores of Amazon misleading. Claims must now focus on measurable effects, such as
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n r. Qian Zheng, Senior Vice President, Global Regenerative smoother skin or reduced wrinkles, fostering a more transparent
Beauty Domain & Advanced Research, North America of L’Oréal. and science-backed approach.

* Survey of 30 industry experts including Summit attendees and supporters from Australia, China, France, Germany, Italy, 53
Japan, South Korea, the United Kingdom, and the United States.