Abstract

Aging has always been an important target for the beauty care industry. The way to talk about it and to address consumers has evolved though. In the 30’s - 50’s, aging was seen as an aggression and women needed to be saved from it. Between the 50’s - 80’s, there was a switch of mindset where images evolved to be more rewarding, with stronger & more independent women. In the 90’s, anti-aging speech got militarized, as not showing the signs of aging was mandatory. In the 2000’s, anti-aging evolved as campaigns showed more and more “mature” women seen as beautiful & seductive. In the 2010’s, the anti-aging messages started to be supportive and encouraging. Aging was then also associated with environmental factors, such as pollution. Today, aging is seen as a positive token of experience. Traditional ways of marketing – specifically around age – are becoming less relevant. Women are growing more self-confident & are less anxious about the signs of aging. Well-aging has emerged. Well-aging is based on a healthy lifestyle and echoes healthy ingredients,well-known and reassuring for consumers, supporting and maintaining the healthiest skin possible. Ceramosides™ HP, a complex of phytoceramides, is one of these ingredients. Derived from wheat (nevertheless gluten free), a well-known plant, it is a plant-based ceramide whose benefits for skin are widely known, especially for mature skin. Interesting data were generated to support skin health and well-aging benefits.

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