Age Before Beauty: Longevity

Simultaneously, in the current moment of always-on technology, businesses operate with an intense focus on the immediate moment. And the ability to think truly long-term, beyond the 5-year plan, has been lost, observes Claire Hobson, EVP global business director of The Future Laboratory.

The cosmetics and personal care industries stand on a precipice of change. In this, the first in a four-part series on long beauty and the shift to optimized living, Cosmetics Design takes a careful look at longevity as informed by proprietary research analysis from The Future Laboratory, presented at the annual Cosmetics Executive Women global trends event this month in New York City.

Current trends in the lifestyle space are moving away from short-termism and toward longevity, Hobson explained. “Consumers, millennials especially, expect to be at the top of their game for a full 100-year lifespan,” ​she said.

This mentality drives consumer expectations and behavior as they pertain to beauty. Consumers demand personal care items and cosmetics that deliver more than just an air of wellness.

“Health consciousness is going mainstream as we put our trust in the power of super-foods,” ​according to the trend forecasting firm.

The rising popularity of probiotics​ and non-GMO cosmetics prefigures this shift. “Given how quickly non-GMO has become an important consideration for consumers, it’s going to move from being the fastest growing category in foods and supplements to cosmetics,” ​Susan Shelton, managing partner-strategic communications at The Shelton Group, told Cosmetics Design​ in February.   ​

Beauty companies that strive to help consumers think long-term with positive messaging will consequently create forward thinking, enduring business plans. In combination, these strategies will likely mean better sales figures and financial results. 

The innovative tween / teen skin care company Ottilie & Lulu confirms that positive messaging works best with young consumers. “While the realities of not wearing a sunscreen cannot be ignored, this demographic responds better to product benefits than threats,”​ Deborah Hernan, CEO, told Cosmetics Design​.

In light of these changes in consumer thinking and brand realities, The Future Laboratory recommends that companies, “Go long.”​

“Near 100-year lifespans will produce consumers who expect brands to put long-term benefits before short-term products and profits,” ​according to the lab. (The fourth instalment of this Age Before Beauty series will consider further strategies to help build sustainable businesses and more.)

In tomorrow’s instalment​ of this four-part Age Before Beauty series, Cosmetics Design explores curiosity and the role it will play in the optimized lives of personal care consumers and corporations.