Better Aging vs. Anti-Aging by Karl Lintner, SpecialChem

lchemAging… when we are young, up to the age of ≈25, we are rather eager to grow up quicker, and anti-aging does not enter our mind. Past the 30-year birthday celebrations, suddenly aging becomes undesirable, and we want to stay as we are. Alas, nature won’t allow this. But, cosmetic industry and its products are here to help. Let’s understand how?

It has been recognized for some time that the term “anti-aging” claimed for cosmetic products is problematic. For example, the Canadian regulation for cosmetics has banned the use of its claims such as:

Prevents aging
Eliminates aging
Stops aging
Reduces aging
Slows aging
Reverses aging…

Furthermore, the meaning is way too broad to be useful. E.g. we need to distinguish well between prevention vs. treatment.

Preventative measures are used to reduce or (utopically) stop the appearance of some of the symptoms of aging, and
Treatment is referred to those actions which are destined to repair age symptoms that have already occurred

Consequently, “anti-age” claims are “out”, and specific indications such as reduces wrinkles, firms and lifts, etc. are regulatorily risky. So, where do we go from here?

We cannot openly promise wrinkle reduction, face lifting, cellulite treatment other than in “safely carefully worded” boring language that has not changed in 30 years. So, what can we propose to our consumers to make our products attractive & desirable in various markets – from toiletries to make-up to skin and haircare? Can we focus on “Better” aging?