The need for age diversity in the beauty industry
There seems to be an age-old debate within the beauty industry about whether or not consumers are allowed to age. Of course, ageing is beautiful and natural but if one side of the beauty industry is preaching about age diversity why is the other side still trying to bombard consumers with “miracle” anti-ageing serums and potions of all kinds. Is the beauty industry to blame for causing more insecurity among ageing consumers or are they simply providing consumers with a choice by manufacturing anti-ageing products, Let's discuss further!
The skin, at any age, must be taken care of, but when was this narrative created about ageing being dreadful for our skin and bodies. “Lots of wrinkle creams believe, the more mysterious they sound, the more powerful you will think they are! It’s time to see what power really looks like … Wrinkles, your time is up!” This grim analogy from Neutrogena Rapid Wrinkle Repair cream is more catastrophic for placing the cultural demands on ‘how we look, affects how we feel’. It’s almost as if marketisation has taken upon the responsibility to tell consumers what “feeling good” SHOULD look like.
What if feeling good looks like getting old? Skin Match Technology (SMT) has had the privilege of working for IT cosmetics that host a range of age-inclusive products so authentically that it is well represented in their marketing visuals. Building on our age-diverse beauty brands in Look Fabulous Forever, not just a brand but a movement to celebrate mature beauty. Both brands have harnessed beauty AI beauty tests by SMT to equip their consumers to find the best products which will nurture their skin instead of making it look younger.
This natural manifestation is exceedingly turned into commercialized ethics, and ethics which are far from creating a beauty industry that is built on the foundation of authenticity and transparency. Perhaps the only issue is changing the narrative. Instead of shoving the notion that ageing is bad down consumers’ throats why not promote a narrative that simply encourages consumers to take care of their skin. By using AI beauty tests such as skincare finders, and INCI explainers brands are able to educate their mature consumers about ingredients and routines that will nurture their ageing skin and not wash away the delicate creases which hold so many precious memories and stories on their bodies.
