Over 80% of women across the United States, Australia, and Britain want to eliminate the term 'anti-aging' from beauty industry marketing, according to a new survey by skincare brand Wrinkles Schminkles. The study, which gathered responses from more than 1,500 women aged 20 to 70, reveals widespread dissatisfaction with current aging-related marketing language and represents a potential turning point for the multi-billion dollar beauty industry.
The survey highlights a complex relationship between women and aging, with approximately 60% of respondents across all three countries acknowledging discomfort with age-related changes while accepting aging as natural. Notably, around half of the women surveyed reported feeling pressured to constantly fight the aging process to maintain a youthful appearance.
The findings have significant implications for the beauty industry, with approximately 70% of respondents calling for more positive and inclusive language in marketing communications. This consumer sentiment could force major beauty brands to reconsider their marketing strategies and product messaging, potentially leading to a broader industry shift in how aging-related products are marketed and sold.
The survey results suggest a growing disconnect between traditional beauty industry messaging and consumer values, particularly regarding aging. This misalignment could signal a necessary evolution in how beauty companies engage with their customers, emphasizing positive aging rather than age prevention. Such a shift could influence product development, marketing strategies, and advertising campaigns across the global beauty market.
