Avon Power In Ageing report finds women want to look healthy not young

Last year, Avon’s director of global skin care and trend innovation told CosmeticsDesign-Europe the term ‘anti-ageing’ would disappear from beauty in 2-3 years​ as specific skin care needs took priority. Anthony Gonzalez said conversation was shifting away from anti-ageing or pro-ageing to a focus on “authentic ageing”​ instead.

And Avon’s latest report The Power In Ageing​ certainly indicated change was underway amongst consumers.

The pandemic beauty reset? ‘Reclaiming our power’

The Avon-commissioned Censuswide survey of 7,000 women across seven countries and three continents – the UK, Italy, Turkey, Romania, Poland, South Africa and the Philippines – found that 72% of women were now focused on looking healthy rather than young after the pandemic; even stronger in South Africa (81%) and the Philippines (89%).

And globally, 67% of women said their confidence was improving with age, 64% said self-esteem was improving and 63% now agreed ageing was not something to fear.

For women in their forties, these findings were even more pronounced, with 66% in this age bracket stating they felt more in control of their lives and 55% feeling more comfortable in their own skin versus when they were younger.

Angela Cretu, CEO of Avon, said the last two years of the COVID-19 pandemic had certainly fuelled these shifts, with 74% of women stating the pandemic had made them realise how fragile life was and that getting older was something to appreciate.

Almost two-thirds of women aged 40+ also said the pandemic had made them feel more confident overall as they embraced wrinkles (49%) and grey hair (46%).

Next Post

What To Buy at Each Store, According to Shopping Experts

Fri Jul 29 , 2022
Target and Costco are both popular retailers with plenty of wonderful products lining their aisles. However, Costco requires an annual membership to gain the full shopping experience at its warehouses, whereas anyone can shop at Target for free. Cash App Borrow: How To Borrow Money on Cash AppRelated: 10 Things […]