Help Consumers Embrace Aging to Combat Beauty Anxiety – Expert
These trends were shared by Michael Nolte, creative director of the Openstreams Foundation. The non-profit organization aims to foster global collaboration, raise awareness of key beauty issues and support education.
“Age is not a problem to be solved, but a natural part of life that must be embraced. People of all ages and appearances are beautiful. Age is part of our diverse society; manner than other aspects, such as color, shape, size, sex and individual beliefs.
“We can go beyond finding ways to make people look younger, but also find new ways to make people feel comfortable at any age by supporting them throughout their lives. Areas such as psychological and physical well-being are open avenues to explore instead of trying to find solutions to society-created age-related anxiety symptoms.
“We believe the beauty industry can help shift beauty standards to release unnecessary pressure and unrealistic expectations,” said Nolte, who has 20 years of industry experience under his belt.
He talked about the trend in a webinar during Cosmoprof Asia Digital Week (#CADW) titled “Stop age-related anxiety: challenging the dictates of young people”.
Anxious about age
Age anxiety is defined as a constant pressure on physical appearance built around concepts of youth, creating unrealistic desires to appear and stay young at all costs.
Globally, the United Nations has estimated that 2 billion people will be aged 60 and over by 2050, up from 1 billion in 2020. “Decade of Healthy Aging”, with strategies and action plans in place, such as efforts to change mindsets and build capacity among older people.
Additionally, the global anti-aging cosmetics market will be worth $422 billion by 2030. But, add disturbing new realities, such as climate emergencies, pandemics, and wars, and the beauty industry could have the chance to reassess its outlook and practices, added Nolte.
“Today’s teens, and even younger tweens, are feeling the pressure to prevent the first signs of aging, exacerbated by social media. Adults believe that looking youthful equals vibrancy in the workspace. Older people experience anxiety because they feel disconnected from active society.It is striking that all societies are aging, but on the other hand, we are cultivating a certain youthful dictate when it comes to beauty.
“It’s not the beauty industry that’s to blame, of course. The problem is much deeper than that. But with the ongoing crises, people all over the world are psychologically affected, and we think that it’s important to nurture a positive self-image and ease unnecessary pressures. In today’s world, it’s a privilege to have the chance to grow old,”he said.
Coping with aging
Thus, Nolte and his team organized a campaign, “Stop Age-Related Anxiety », designed to challenge the dictates of young people and promote an inclusive approach to ageing. The idea was not to condemn anti-aging or preventive methods of aging but to explore alternatives to approach aging.
A total of 28 beauty and cosmetics organizations have joined the movement, including the Australian Advisory Network of Aesthetic Practitioners (APAN), the Italian beauty community in Italy and the Parisian fair trade organization PCD.
“What if we changed the simple definition of beauty? What if the first wrinkle was the start of a new chapter? What if every wrinkle was considered a milestone? What if stretch marks were memories of accomplishments? What if health was more important than appearance? What if we focused on the pleasure of riding instead of fearing the future? What if white hair was just one of many beautiful marks of inclusivity? What is thought experiment and wisdom? »Nolte said.
He gave examples such as the Kind Science skincare line, which encourages embracing life; La Maria products that celebrate the natural hormonal changes in a woman’s life; and the Better Not Younger hair care line, which helps women celebrate and feel good as they age.