Opportunities in Anti-Aging

Transcription

1 Opportunities in Anti-Aging Jamie Mills Analyst Canadean 14 th April 2016

2 About Canadean Unique, robust data Trusted industry analysis and insight Innovative integration and collaboration

3 Agenda The anti-aging landscape Evolving attitudes towards aging Key innovation opportunities Summary

5 The anti-aging landscape: Aging is an overarching trend impacting the beauty landscape 35% of global consumers use anti-aging products to enhance their appearance A further 34% of global consumers don t use them yet but would consider using them in future Women are significantly more concerned about looking and feeling old than men. Source: Canadean s Q4 global consumer survey, 2014; Canadean s global consumer survey, 2014

6 The anti-aging landscape: The concept of aging is often perceived negatively in society Youth is perceived to be linked to success Youth is the new global currency This extreme privileging and overpraising of jeunesse is a new phenomenon. Simon Doonan, Creative Ambassador for Barneys, 2011

7 The anti-aging landscape: The concept of aging is often perceived negatively in society Youth is perceived to be linked to success Youthful looks are perceived to be most attractive Youth is the new global currency This extreme privileging and overpraising of jeunesse is a new phenomenon. In an era where the body has become a major cultural currency, and the failure to tend it a moral transgression, the rich, multi-faceted experience of ageing has been pathologised and reduced to shame about looking old. Simon Doonan, Creative Ambassador for Barneys, 2011 Anna Karpf, Sociologist, 2014

8 The anti-aging landscape: The concept of aging is often perceived negatively in society Youth is perceived to be linked to success Youthful looks are perceived to be most attractive Age often comes with undesirable stereotypes Youth is the new global currency This extreme privileging and overpraising of jeunesse is a new phenomenon. In an era where the body has become a major cultural currency, and the failure to tend it a moral transgression, the rich, multi-faceted experience of ageing has been pathologised and reduced to shame about looking old. Ageist attitudes can portray older people as frail, "past their sell-by date", unable to work, physically weak, mentally slow, disabled or helpless. Simon Doonan, Creative Ambassador for Barneys, 2011 Anna Karpf, Sociologist, 2014 WHO, 2012

9 The anti-aging landscape: Consumers are facing pressure from celebrities and the media

10 The anti-aging landscape: Consumers are facing pressure from celebrities and the media

11 The anti-aging landscape: The majority of consumers beauty concerns are age-related Global: Consumers top 20 appearance-related concerns, (%) 2014 Teeth discoloration Thinning hair Maintaining skin firmness/ elasticity Dry/ flaky skin Dark circles under eyes Dandruff/ itchy scalp Baldness/ hair loss Bags under eyes Dark spots/ uneven skin tone Muscle tone Facial wrinkles Spots/ pimples/ fine hair Sun damage Lack of hair volume/ fine hair Blocked pores Oily skin Dull hair Grey hair Eye wrinkles Sunburn Source: Canadean s global consumer survey, 2014

12 The anti-aging landscape: The majority of consumers beauty concerns are age-related Global: Consumers top 20 appearance-related concerns, (%) 2014 Teeth discoloration Thinning hair Maintaining skin firmness/ elasticity Dry/ flaky skin Dark circles under eyes Dandruff/ itchy scalp Baldness/ hair loss Bags under eyes Dark spots/ uneven skin tone Muscle tone Facial wrinkles Spots/ pimples/ fine hair Sun damage Lack of hair volume/ fine hair Blocked pores Oily skin Dull hair Grey hair Eye wrinkles Sunburn Source: Canadean s global consumer survey, 2014

13 The anti-aging landscape: The claim anti-aging is now widespread across beauty and personal care Personal Hygiene Murad Youth Builder Detoxifying White Clay Body Cleanser Haircare TRESemme Youth Boost Youth Correcting Essence Make-up Covergirl + Olay Simply Ageless Anti- Aging Foundation Primer Fragrance Bottega Organica Orange Body Mist with Anti-Aging Action Nail Care Deborah Lippmann Turn Back Time Anti- Aging Base Coat Male Grooming Clinique For Men Anti-Age Eye Cream

15 Evolving attitudes: Three approaches to aging Curative Tackling the existing signs of aging on the appearance

16 Evolving attitudes: Three approaches to aging Curative Tackling the existing signs of aging on the appearance Preventative Preventing the development or further signs of the aging process

17 Evolving attitudes: Three approaches to aging Curative Tackling the existing signs of aging on the appearance Preventative Preventing the development or further signs of the aging process Embracement Acceptance of your appearance at the age you are

18 Evolving attitudes: Perceptions of anti-aging claims vary Which statement best describes your attitude towards aging? Source: Canadean s Q4 global consumer survey, 2014

19 Evolving attitudes: Perceptions of anti-aging claims vary Which statement best describes your attitude towards aging? Consumers who believe the claim anti-aging to be effective 58% of consumers that say they want to look younger Vs. 31% of consumers that say they want their looks to reflect their age Source: Canadean s Q4 global consumer survey, 2014

21 Innovation opportunities: Canadean has identified three key themes Holistic beauty Protection from the environment Customized age management

23 Opportunity #1: Holistic beauty Top five actions consumers perceive to be effective in making them look younger Source: Canadean s Q4 global consumer survey, 2014

24 Opportunity #1: Holistic beauty Superfood ingredients Beauty juice Health food combo Nails Inc Overnight Detox Mask Formulated using superfood ingredients including green tea, acai, and spirulina. Designed as a regenerative nail repair treatment targeting nails which are damaged or prone to weakening. Beauty & Go Bioactive Beauty Drinks The range includes Vitality, Radiance, and Skin Revive. Formulated with bioactive ingredients to promote skin health, regeneration, and protect from oxidative stress. Youth To The People Age Prevention Moisture Cream Takes inspiration from green juice trend in the food and drink space. Designed to promote soft, smooth skin that will make babies jealous. Source: Canadean s Q4 global consumer survey, 2014; Canadean s Q4 global consumer survey 2015

26 Opportunity #2: Protection from the environment Just under three quarters of consumers globally believe spending less time in the sun to be effective in looking younger. Source: Canadean s Q4 global consumer survey, 2014

27 Opportunity #2: Protection from the environment Antipollution General protection SPF + Dior One Essential City Defense Formulated with a triple antipollution action (anti-adhesion, anti-penetration, and antioxidization) using red hibiscus as a key active ingredient. Kiehl s Daily Reviving Concentrate An oil based formulation which includes ginger root and tamanu oil. The product claims to protect skin from damage caused by free radicals and environmental aggressors. Sarah Chapman Skinesis Skin Insurance This tinted moisturizer features protection from UVA, UVB, thermal, and infrared rays and is formulated with anti-oxidant protection.

29 Opportunity #3: Customized age management Two in five global consumers have a more favorable perception of products with personalized/ customized claims. Source: Canadean s Q4 global consumer survey, 2014

30 Opportunity #3: Customized age management 10% of consumers use digital tools, such as smartphone apps and wearables, to monitor/ manage skin conditions. A further 39% would consider using them in future. Source: Canadean s Q4 global consumer survey, 2015

31 Opportunity #3: Customized age management Diagnostic wearables Integrated systems MAPO A connected beauty mask which measures skin moisture through a one minute skin check up. It is connected to companion app, La Clinique Digitale. The wearable also delivers a warming effect to boost the efficacy of skincare products applied to the face. Nu Skin AgeLoc Me This skincare system features three serums, a day cream, and night cream housed in the Age Loc dispenser. Users create their products using an online questionnaire which assesses metrics such as level of chemical exposure and levels of wrinkles.

33 Summary: Canadean s TrendSights Framework

34 Summary: Canadean s TrendSights Framework

35 Summary: Key take outs Consumer attitudes Age-related cosmetic concerns are top priority for today s consumers. Three branches of aging exist with preventative and embracement being key areas of focus. The term anti-aging is widely used across categories and consumers are at-risk of being desensitized from it. Not all consumers believe the term anti-aging to be effective in line with their age management goals.

36 Summary: Key take outs Consumer attitudes Innovation opportunities Age-related cosmetic concerns are top priority for today s consumers. Three branches of aging exist with preventative and embracement being key areas of focus. The term anti-aging is widely used across categories and consumers are at-risk of being desensitized from it. Not all consumers believe the term anti-aging to be effective in line with their age management goals. Capitalize on desire for holistic age management through harnessing superfoods in topical formulas. Trends such as juicing open up new angles for nutricosmetics and ingredient combinations. Capitalize on awareness of UV on the aging process and explore protection against other environmental aggressors such as pollution and infrared. Enhance efficacy through exploring customized solutions which target individual aging concerns. Delivering diagnostic and smart solutions can provide long term personalized aging partners while also benefiting from tech validation.

37 Thank you! Presenter Jamie Mills Follow me on Phone: (+44)