The report pulled out 12 big trends that are moving the industry forward in 2019. You can discover more on the rest of the trends in our report here.
What is hormonal ageing?
The Cosmotrends report, co-created with international trend agency Beautystreams, highlights what it means by the term hormonal ageing.
Hormonal skin care is emerging as a new category, addressing the specific changes that occur when hormone levels plummet in the years leading up to, and beyond, menopause, the report explains.
“Skin becomes dry, loose and thin, pH levels fluctuate, with an accompanying loss of collagen, and an increase in skin sensitivity.
“Various skin processes alternately slow down, such as regeneration and repair, or accelerate, such as increased and deeper facial wrinkles.
“Specially formulated products address the signs of hormonal aging, enhancing the texture of menopausal skin, minimizing lines, and giving it a fresh, new glow.”
Where are we seeing examples of this trend?
Two brands picked out as tapping into this trend are D’Alchémy, from Poland, and Comfort Zone, from Italy.
Comfort Zone’s Sublime Skin Serum, for example, is one product that the report picks out for its relevance to hormonal ageing.
The product delivers active lifting and deep renewal, by way of innovative Archi-lift™ technology that helps to restore the skin architecture from within, according to the brand.
It does this by replenishing and stimulating water, proteins, and lipids simultaneously.
“The passing of time weakens this structure, leading to loss of elasticity and luminosity. Sublime Skin visibly replumps skin, and is suitable for mature and undernourished skin,” it explains.
Meanwhile, D’Alchémy’s Age Defence Broad Spectrum Remedy specifically targets ‘hormonal deficiencies’, the brand suggests.
It “reduces the most problematic symptoms of hormonal skin aging thanks to cell proteins called sirtuins,” the brand claims.
It continues: “Specially-selected, naturalorigin active ingredients compensate for the hormonal deficiencies typical of mature skin including damask rose, verbena and lemon hydrosols which protect the skin from collagen and elastin degradation, and promote tissue regeneration.” It also claims to moisturise and reduce wrinkles and dark spots.
Where next? Our Editor’s Insight
As anti-ageing continues to redefine itself as a category towards a ‘healthy ageing’ narrative, ditching the negative ideas associated with ‘anti’, we are likely to see more subcategories like hormonal ageing emerging within the wider trend.
Ageing populations mean products that can promote healthy ideas of how to maintain and protect your skin into maturity will continue to rise in popularity, and the most successful brands will develop strong, positive marking messages around products that offer proven, tangible benefits for consumer skin.
We’ll likely see more launches in this space, as an emphasis on hormones and emotions and their role in how a person looks and feels is another emerging trend more broadly in personal care and beauty.
The overlap between healthy ageing and this focus on hormones and emotions seems like it has some exciting potential moving forward.