Future Proof
By 2025, one in six people worldwide will be over 65. Anti-ageing” discourses are beginning to converge towards a more relaxed relationship with the signs of passing time. “Historically, the focus was on combating the visible signs of aging, such as fine lines and wrinkles, often through topical treatments promising quick solutions. However, as consumers become increasingly health-conscious and better informed, the focus has shifted to a holistic, proactive approach to ageing, which translates into a desire to live and look better for longer,” explains Accupac.
In fact, 67% of Brazilian adults say they take a preventive approach to beauty and skincare. Whatever the cosmetics segment, the watchword is longevity. Accupac explains that, for all these products, the formulation will focus on care and preservation. “For example, more and more brands are focusing on gum care and healthy oral microbiota.”

Elevated Efficacy
It’s time for elevated efficacy. “Advances in biology, medicine and bioengineering will lead to the next generation of cosmetics. Products that prepare, replace or prolong the effects of professional procedures will continue to be fashionable.” Accupac warns, however, that consumers are becoming increasingly uncompromising, and no longer want skincare products with unpleasant side effects (irritation, …