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Part Two - Can the beauty industry really move away from anti-aging and advocate healthy-aging?

By Deanna Utroske

- Last updated on GMT

Part two of our video interview with Kayla Villena, senior analyst in beauty and fashion at Euromonitor, is all about how brands are (or should be) adapting to shifting cultural views of aging and new consumer expectations—those of millennials, gen Z, baby boomers, etc.

“Healthy aging means living a high-quality, healthy life at all ages,” ​explains Euromonitor analyst Kayla Villena. And, she goes on to discuss tactical ways that cosmetics and personal care brands are moving away from anti-aging marketing and benefits claims. Watch the video above to learn more.

And come back to Cosmetics Design for the third (and final) part of our video interview with Villena to find out what trends she saw on the show floor at Cosmoprof North America this year, what economic opportunities exist for beauty brands today, and what matters to North American consumers now.

View part one here: Can the beauty industry really move away from anti-aging and advocate healthy-aging?

And then view part three here​.

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DeannaUtroskeEditor

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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