When it comes to skincare, only 42% of women over the age of forty feel like they have cracked their skincare regime and a third (32%) still change their skincare products regularly looking for the right solutions for their needs.
Hannah Roberts, Global Brand Director (Anew), shares her thoughts on four key trends in skincare for 2023 and beyond:
1. Skin health
“Our health has been a huge priority in the last few years, and that isn’t going to change any time soon. In our research, an overwhelming 72% of all women polled said they want to focus on looking healthy rather than young as a result of the pandemic. We ditched the makeup while we worked from home, and that’s made us a lot more aware of our skin’s condition and we’ve been taking a lot more care of it as a result. Women are really starting to understand the importance of looking after their body’s vital natural first line of defence.”
“This is an existing trend that is set to continue because the pandemic and economic issues have made us more cost conscious and value driven. In our research, half (51%) the women polled said they use multi-purpose skincare products that deliver more than one benefit in their routine. We’re looking for those concentrated formulas that give us the best bang for our buck, not only in terms of money but also benefits. Lots of multipurpose products are going to come through, offering women a simplified, easier, paired down routine – at Avon we already offer some of the highest performing multipurpose products in the market, with an affordable price tag.”
3. Science-led products
“Another trend set to continue following the pandemic is the focus on science. We’re now all far more educated and savvier about the power of science. Consumers are used to challenging companies to deliver on scientifically proven benefits, as our research also shows that almost two thirds of women (64%) choose to use products that have been scientifically proven. We’re going to see women look for products that have the goods to back up what they promise to do. That will come in the form of an increased number of clinical trials and on claims to demonstrate a product’s ability to deliver.”
4. Supercharging skin
Finally, one trend we’re seeing across skincare is that consumers are looking beyond quick, superficial treatments to products that have a long-term impact on the health and radiance of your skin – that build up skin’s resilience and radiance as well as giving that immediate glow. In our research, 59% of women polled said they choose to use products with smart formulas that can boost their body’s natural process. This is evident in the recent increased interest in the power of collagen in supercharging your skin and giving it that much-coveted plumpness. This is where ingredients such as Protinol really come into their own. Exclusively at Avon, Protinol restores years of collagen loss by giving a dual boost of collagen 1 and 3 – also known as ‘baby collagen’ as it’s the secret behind baby skin’s bouncy plumpness.