"Appearance Economy" boosts the US anti-aging market! 2023 hot keywords released

According to a recent survey by The Benchmarking Company (TBC), although American women follow the natural aging process, they are still very interested in anti-aging products.

The survey shows that 82% of female consumers believe that women should be proud of their real age, and 53% of female consumers do not mind looking older than their actual age. However, 67% of female consumers said that they feel anxious about their appearance as they age, and among this group, 96% of consumers want to look younger.

Anti-aging products remain the benchmark

TBC pointed out that 54% of female consumers prefer skin care products with the word "anti-aging", followed by "aging gracefully" (46%), "fighting aging" (45%), "the best you, at any age" (45%), and "eternal skin".

In addition, 70% of female consumers said they had purchased and/or used anti-aging products in the past year, of which 55% owned at least three products labeled as anti-aging. The main anti-aging benefits that female consumers seek are reducing/eliminating fine lines and wrinkles (77%), firming (72%), deep hydration (61%), improving skin elasticity (57%) and sun protection (51%).

The survey also found that American female consumers start buying anti-aging products at an early age. Millennials and older start buying these products around the age of 35, while Generation Z starts buying them at the age of 23.

Buyers want authentic communication with brands

When women are looking for products that provide effective anti-aging benefits, they want to establish real communication with brands. According to TBC data, 81% of women want brands to show real, age-appropriate women that their products are targeting in their communications; 78% of women do not want brands to only upload product pictures; and 73% of women do not want brands to use celebrities who have undergone plastic surgery to endorse their products.

It is worth noting that 75% of female sellers believe that the anti-aging products they purchased do not have good effects when used, including basic facial skin care needs (58%), reducing fine lines/wrinkles (53%), firming (51%), maintaining skin elasticity (41%), lifting (40%), and reducing dark spots/age spots (37%).

Editor ✎ Nicole/

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