Page 56 - EM - EXPORT MAGAZINE PERFUMERY EDITION

During the Trade Roundtable, leading to general acceptance, self-discovery, and growth.”
Dr. Cendy Wang, Representative Indeed, Jessica Cruel, Editor-in-Chief of Allure Magazine, added
of Bloomage Biotech, Vice- from an American perspective that “aging is a blessing. Terms like
Chairperson Unit of CAFFCI ‘anti-aging’ erase the life experiences that create signs of aging.”
in China, emphasized the From the perspective of the Japanese market, Junji Yamamoto,
importance of reframing the Senior Managing Director of JCiA, emphasized the need for
conversation: “We should products tailored to active older adults: “Cosmetics must not just
focus on healthy aging, helping enhance one’s youthful appearance but also meet the diverse
people prepare for and embrace needs of elderly individuals who are engaging with society.”
advanced age.” This shift This evolving terminology signals more than a marketing shift —
also resonates with younger it reflects a deeper cultural transformation. By embracing terms
consumers, as Andrea Nagel, that celebrate life stages, empower individuals, and prioritize
SVP of CEW USA, explained that health and inclusivity, the beauty industry is redefining its
”younger generations value relationship with aging. With this approach, brands are not
inclusivity, so terms like ‘lifting’ only aligning with consumer values but also contributing to a
instead of ‘sagging,’ or omitting broader, more positive narrative about aging.
age references entirely, promote
a more positive message.” Dr. Nadine Pernodet, SVP, Global Skin A PREVIEW OF KEY FINDINGS:
Innovation & Technologies, R&D of the Estée Lauder Companies, Addressing Aging Through Science
also highlighted the opportunity to empower consumers: “This The beauty industry is embracing a transformative era where
is the time for positivity, to give consumers the power to control science and beauty converge to tackle the complexities of aging.
how their skin ages.” Dr. Qian Zheng, SVP, Global Regenerative Dr. Cendy Wang highlighted China’s commitment to research,
Beauty Domain & Advanced Research, North America of L’Oréal stating that “the beauty industry should take advantage
echoed the sentiment, stating that ”longevity is about striving of advancements in genetics and regenerative medicine,”
to be the best version of yourself at any age.” Remote attendees referring to government-backed R&D initiatives on cosmetic
also contributed their insights to the conversation. Kajal Anand raw materials and healthy aging products. Meanwhile, Andrea
from the national Indian association, AICMA, called for “positive Nagel endorsed the global dedication to longevity, citing LVMH’s
narratives like ‘healthy aging’ or ‘longevity,’ emphasizing recent partnerships with bioscience companies as evidence of
empowerment and holistic well-being.” Indeed, this desire to the industry’s commitment to innovation. These developments
shift the narrative around aging is shared across markets. mark brands’ dedication in leveraging cutting-edge research to
From an Italian perspective, Benedetto Lavino, President of enhance solutions for aging populations.
Cosmetica Italia, shared that ”after Monaco and Japan, Italy is Scientific advancements are redefining beauty’s relationship
the world’s oldest country with 24% of the population aged over with aging. Dr. Nadine Pernodet of The Estée Lauder Companies
65 this year. In the cosmetics industry, communication itself has shared insights into their breakthroughs with sirtuins, also
shifted its focus from counteracting aging to raising awareness, known as longevity proteins: “By supporting sirtuins, we’ve
prevention, and self-enhancement, celebrating individual given skin cells the power to act younger, reversing age at the
uniqueness.” Joash Ouma, Founder & President of the Association cellular level.” These proteins, she says, “ensure cellular health,
of Cosmetologists Kenya, added to this by stating that “Kenyans but they decrease with age. Our technology has enabled 70-year-
nowadays view aging positively unlike decades ago. This is old skin cells to behave like those of a 35-year-old — this is true
because the beauty industry has rampantly grown in all aspects age reversal.” Meanwhile, Dr. Qian Zheng of L’Oréal emphasized

RELATED EXPERT SURVEY 2024 FINDINGS*:
n 0% of respondents selected the term ”healthy aging” as the best alternative to the term “anti-aging.”
5
n With 23.33% each, “well-aging” and “vitality-boosting” both rated second favorite alternatives to “anti-aging.”
n Pro-aging” rated third with 20% and only 6.67% would keep the term “anti-aging.”
“

The full list of alternatives from most preferred to least preferred: healthy aging (50.0%), vitality-boosting (23.33%), well-aging (23.33%), pro-aging (20.0%),
age-defying (16.67%), preventive (16.67%), longevity-inducing (16.67%), vitalizing (13.33%), age-positive (10.0%), graceful aging (10.0%), age-decelerating
(6.67%), preemptive care (6.67%), age-reversing (6.67%), age-control (6.67%), age-embracing (6.67%), age-repairing (6.67%), youth-restoring (6.67%), youth-
preserving (6.67%), I would keep “anti-aging” (6.67%), youth-enhancing (3.33%), life stage care (3.33%), youth-renewing (3.33%), youth-boosting (0.0%),
pro-glow (0.0%), time-resistant (0.0%), age-defining (0.0%), age-relevant (0.0%), pro-radiance (0.0%), youth-reviving (0.0%).

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