Anti-ageing may not reflect consumer sentiment – age management is better via Cosmetics Design

By Andrew McDougall, 27-Apr-2016

Age management is a more appropriate term to describe the anti-ageing category and better reflects consumer sentiment, as consumers are now embracing their age, according to a market analyst.

Speaking at the in-cosmetics event in Paris, Jamie Mills, senior analyst at Canadean, says perceptions of age are changing and that ‘age management’ is a more correct term, as why should consumers be ‘anti’ age?

Age related cosmetic concerns are still the top priority for today’s consumer, but not everyone believes the term ‘antiageing’ to be effective in line with their age management goals, according to Mills.

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