The past 20 years have seen major changes: Thanks to rising education levels in emerging markets and improving employment conditions, more and more women around the world have a greater discretionary spending power.
On a macro-economic level, new countries, such as Japan and South Korea, are beginning to surface as role models and influence lifestyles and tastes in food, music, fashion and beauty.
And on a socio-demographic level, the number of people in the world aged 60 and over has risen exponentially. By 2030, this figure is expected to be double what it was in 2000. Aging populations are particularly noticeable in the West, but at the other end of the spectrum, Millennials (born after 1980) now make up the largest proportion of the population in some countries.
Stating that menopause is taboo has become a taboo in itself. The world of personal care has witnessed a consciousness switch that focuses on holistic well-being, mindfulness, and celebrating true individuality. No matter the race, gender, identity, or age.
For more than 50% of skin care users the word ‘anti-ageing’ has negative connotations* so it is no surprise that the skin care narrative has moved on to ‘well-ageing’ - maximizing skin health and potential at any age.
For a while now, there has been a growing recognition in the market about the importance of creating products that embrace and celebrate consumers with textured hair.