Perceptions of aging are changing. More and more people no longer want to fight the signs of ageing at all costs, and are adopting a more positive stance. Openstreams, the foundation of trends consultancy Beautystreams, has carried out a survey on how the general public perceives ageing.
“The global perception of aging is evolving, as is the language used by the beauty industry to communicate with consumers. The term ‘anti-aging’, once ubiquitous in marketing campaigns, is increasingly seen as outdated and even counterproductive, indicating a shift towards more positive and inclusive messages,” explains Openstreams.
Results
To carry out this survey, 1,083 people aged 18 to 80+ (living in Brazil, China, France, India, Morocco, Nigeria and the USA) were asked about their views on product offerings and age representation in the beauty industry and on social networks.
The interviews were conducted in November 2024.
Respondents explain that the two phenomena that scare them most during the ageing process are deteriorating health (58%) and physical changes (47%).
This underlines the importance for the beauty industry of helping people feel better about themselves as they age.
“Among the countries surveyed, Nigerians fear changes in physical appearance the most, followed by Indians. This can be explained by the fact that the median age in both countries is relatively low (17.9 for Nigeria and 28.4 for India) and that, traditionally, physical appearance is more important for young people,” comments Openstreams.
