SKIN LONGEVITY, A NEW APPROACH
TO THE PASSAGE OF TIME AND SKIN CARE
If we go back in time, even just a decade ago, it makes an impression to see the evolutions the cosmetics industry has undergone and how self-care has evolved. A change that chronicles a new way of valuing time and a new approach to beauty and cosmetic products that involves issues such as safety, transparency and, ça va sans dire, sustainability. Accomplice to the pandemic, skincare has turned into a widespread habit involving 1 in 2 Italians, and the data confirm it: with a value of 1.6 billion euros, skincare products represent 16.4 percent of cosmetic consumption in Italy, confirming it as the most relevant and dynamic category in the sector (source: Cosmetica Italia).
SKINCARE, NEW APPROACH AND NEW GOALS
If until a decade ago many people's skincare was stripped down to the essentials and the main goal was to have perfect, blemish-free skin, today the focus has changed: perfection has given way to radiance, skin to cover up has given way to healthy skin to show off, and a new concept of skincare based on awareness, hydration, cosmetic pleasantness, and comfort has taken hold. Attitudes toward the passage of time have also changed: from the quest for eternal youth has shifted to a 'pro-longevity' approach aimed at protecting the skin, enhancing its repair, defense and regeneration mechanisms throughout the lifespan.
Compounded by the average lengthening of people's lives-today's global life expectancy is about 72 years, but some countries exceed 80-and that's not all: according to the United Nations World Social Report 2023, by 2050 the number of people aged 65 and older will exceed 2 billion-the new mantra is to improve the quality of life and preserve skin-longevity, that is, the freshness, elasticity and radiance of the skin, for as long as possible. In the longevity economy, this is referred to as ageing intelligence and takes an approach to the passage of time that combines knowledge and human experience and combines biometric data, AI analytics and beauty tech. While apps scan the face and offer targeted routines, the new mantra is to simplify with intelligence, offering targeted actives backed by scientific evidence.
