Avon reports two in five women over 55 don's consider wrinkles, fine lines one of their biggest skin insecurities; consumers embraced aging as 'something to strive for' amid pandemic, spurring shift from anti-aging to authentic aging in skin, hair care

Sample article from our Transformation & Innovation

January 10, 2022 (press release) –

For so long, youth has been the leading currency in beauty – but no more!

With the pandemic having heightened awareness of the fragility of life, getting older is now considered a gift, and in turn attitudes towards ageing as a beauty concern are shifting.

Products that claim to preserve, emulate or recapture youth no longer speak to customers in the same way. In fact, 2 in 5 women aged over 55 don’t consider wrinkles and fine lines as one of their biggest skin insecurities.

And with a bigger appetite towards embracing ageing rather than trying to run away from it, there is a shift in beauty beyond skincare, with women wanting to put down their hair dye and embrace their grey hair too.

Simultaneous trends have also helped change the narrative to one where no filter authenticity is prized above apparent perfection: witness the rise of real-life social media giant TikTok which has given a global platform to ‘real’ people, resulting in a countertrend to the highly polished world of Instagram that has dominated for so long.

The end result for skincare and beauty is that the story is not about simply anti - or pro - ageing, but about authentic-ageing.

We understand our skin and want to give it what it needs to be healthy, strong and radiant, whatever our stage of life.

We want to look like ourselves, not live up to anyone else’s ideals.

Hannah Roberts, Global Brand Director, says: “A stark realisation that the pandemic has brought to us all is that getting older is not something to be afraid of or a battle ‘to win’, it’s something to strive for. So, in the conversations around skincare, we see the shift in the narrative away from messages that we ‘should’ turn back time, towards conversations around effective products that address our specific needs to give us our most beautiful and resilient skin. Age does not define you, you will define you.”

That’s why Avon’s best-selling ANEW collection – with two ANEW products sold every second – is all about truly efficacious skincare for strong, radiant skin.

The most recent addition to the range, ANEW Power Serum, was formulated with award-winning patented Protinol™ technology and Niacinamide to amplify your skin’s own power – and delivers dramatically healthier looking skin in just 7 days*

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

See our dashboard in action - schedule an demo
Chelsey Quick
Chelsey Quick
- VP Client Success -

We offer built-to-order transformation & innovation coverage for our clients. Contact us for a free consultation.

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.