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Anti-ageing skincare not resonating with older consumers

23 December 2014

According to a Canadean survey, 20% of UK consumers are concerned about skin ageing, but only one-third of those who are worried have adopted a regular anti-ageing skincare routine. This indicates that marketers are failing to connect with a majority of consumers who are most interested in their products.

In the survey, 33% of consumers admit that they are worried about ageing, with respondents across all age groups aged 25 and over expressing similar levels of concern. Moreover, 20% say that they are concerned about their skin showing signs of ageing, such as fine lines and age spots. 

However, less than a third of those who are worried about skin ageing have adopted a regular anti-ageing skincare routine. Veronika Zhupanova, analyst at Canadean, says: “There seems to be a gap between attitude and behaviour, as consumers are interested in counteracting ageing, but they do not adopt anti-ageing skincare routines. Reasons for this behaviour could be price, product availability or consumers simply not knowing what products to use or how often.”

Missing out on 55+ consumers

Across all age groups who are worried about ageing skin, consumers  aged 55 and over, constituting 28.7% of the UK population, are the least likely to act on it. Over half (56%) of concerned 55+ consumers have not done anything about their concerns – the  highest number among all age demographics. The research suggests that by focusing too much on young adult women, the skincare industry might miss out on 55+ consumers.

Zhupanova adds: “Manufacturers don’t get their messaging right when they talk to older consumers. This group is comfortable with their age, they don’t feel old and they don’t want to be treated as desperately clinging to youth. To achieve success among those aged 55 and older, skincare producers need to offer them inclusive products that promote good-looking, well-groomed skin as well as attractiveness, as opposed to treating their age as a burden that needs a relief.


Older Woman Skincare

Manufacturers need to adapt their skincare messaging to older consumers' needs.



All numbers used in this text are based on a Canadean survey of 2,000 UK-based adults.

Please get in contact if you have any questions to this or other Canadean survey. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

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