A recent report from Canadean [1] finds that desire for anti-aging products is greatest among Italians aged 45-54, with over a quarter of their make-up consumption motivated by this need. As the country’s population is aging rapidly, the number of consumers aged 45 and over will increase from 48.6% in 2013 to 51.3% in 2018, further driving demand for make-up with age aligned properties.

Manufacturers should consider different age related skin needs

To ensure the effectiveness and longevity of make-up, Italian consumers look for products that match their skin best,” says the market research firm. For example, the skin of young adults tends to be more oily and prone to acne, but as consumers age their skin becomes drier and requires additional moisturising and nourishment. Moreover, aging skin is prone to age spots and fine lines that older consumers want to hide.

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According to Veronika Zhupanova, analyst at Canadean: “Consumers will demand for make-up with age-aligned properties. For example, the younger generation will seek for oil-control ingredients that give their skin a matte look and hide acne marks, while older consumers will prioritise products with ‘lifting’ and ‘firming’ functions. Older generations will also pay greater attention to the ingredients they already know, such as collagen and retinol that prevent skin from the aging process.

Skincare products can inspire make-up manufacturers

To produce age-specific make-up, manufacturers should seek for inspiration in skincare products which explore these needs and provide constant innovations,” adds Canadean. Currently, the demand for make-up that meet age-specific needs is greatest in facial care, which reflects how consumers associate healthy and glowing skin with a youthful appearance. To tap into the trend further, manufacturers should extend their anti-aging skincare products into eye and lip make-up. “Due to different age-related skin needs, manufacturers should consider designing products for different age groups more explicitly. However, they should not forget that consumers put on make-up for beauty reasons, which means that functionality of make-up should remain secondary to its decorative properties," Zhupanova concludes.