Amplify Presents | Beauty's War on Age

Beauty’s War on Age February 2024

IMAGE CREDIT:19/99 BEAUTY

How old are you?

How old do I look?

This seemingly innocuous question now carries weightier implications than ever in 2024.

In the age of social media frenzy, where every scroll reveals new insights and trends into pockets of culture worldwide, ageing has become a prevailing topic of discussion as it relates to beauty, the economy, loneliness and social mobility.

From TikTok’s Ageing lter, plunging Gen Z into existential contemplation, to the relentless barrage of anti-ageing advice saturating our For You pages, the quest for eternal youth for a generation who are still under the age of 30 has reached unprecedented heights.

Yet amidst the fervour for youthfulness, the pendulum swings and a countermovement emerges, where consumers are also championing ageing gracefully.

In uencers and celebrities praise the virtues of ageing naturally, heralding a shift in beauty ideals towards acceptance and authenticity, especially for Gen X and Boomers.

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In this new era of beauty, we are overwhelmed with the sheer volume of products and procedures at our disposal and the unprecedented accessibility of information (misinformed or not) at our ngertips.

No longer is the mystery of anti-ageing shrouded in secret – increased anti-ageing treatments are now openly discussed and dissected on the public forums of social media platforms or in the privacy of school drop-o corners.

As platforms, media and brands drive young people to seek out anti-ageing remedies a backlash ensues. Dermatologists take to platforms like TikTok to dispel myths and debunk trends, ushering in a new era of discourse surrounding ageing gracefully and letting your skin do…what it is supposed to do.

In this cultural report, we explore the intersection of beauty and ageing and thread together the current state of consumer behaviours and cultural perceptions that span from Gen Alpha to Boomers.

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3. Pro t over people Behind the facade of promoting youthfulness lies the

The day beauty waged a war against Gen Z

insatiable pursuit of pro t by the beauty industry.

Brands capitalise on Gen Z's insecurities by peddling products and procedures aimed at preserving youth at all costs. From anti-ageing serums to invasive cosmetic surgeries, the industry preys on young consumers' fears of ageing, prioritising pro t margins over their wellbeing.

Image Credit: Via TikTok (Teamwithmd)

1. TikTok’s toxic in uence TikTok has become ground zero for the beauty industry's ageing assault on Gen Z. With its algorithm serving up endless streams of anti-ageing content, young users are bombarded with messages that their natural appearance is insu cient. From elaborate skincare routines to extreme measures like silicon patches and anti-wrinkle straws, TikTok promotes unrealistic beauty standards that erode self-esteem and perpetuate insecurities.

2. Normalising extreme measures What was once considered outlandish has now become normalised on TikTok. Users, some as young as in their teens, share tips and tricks to combat signs of ageing, often resorting to extreme measures like taping their mouths shut or applying air- lled devices to their faces. These trends not only promote unhealthy beauty practices but also normalise the idea that youthfulness is the ultimate goal, regardless of age.

Mashable, Glass skin, jello skin, glazed donut skin: TikTok's obsession with anti-aging comes to a head by Elena Lavender, 2023

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Image Credit: imuRgency

The "get ready for bed with me" or "day in my life" TikToks that frequent my For You Page aren't ads; they’re something more insidious: a normalised culture of costly, laborious anti-ageing routines targeted at young women like me.

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The Tweeni cation of beauty - Powered by TikTok

But why the f*ck are Gen Alpha talking about antiageing solutions?!

TikTok's in uence on Gen Alpha cannot be overstated. The platform's algorithm, designed to keep users engaged with personalised content, has inadvertently turned anti-ageing products into a symbol of success and aspiration for young children. Just as previous generations coveted toys like Beanie Babies or Tamagotchis, today's kids are drawn to the allure of skincare products packaged in mini-sized bottles.

TikTok's playful and gami ed nature of content has transformed skincare routines into a form of entertainment.

With catchy music, quick tutorials, and engaging challenges, the platform has made skincare routines seem glamorous and desirable even to the youngest demographic.

Brands, recognising the potential of this new market, have seized the opportunity to position their products as musthaves for Gen Alpha. By leveraging TikTok's popularity and

“In store, bright and colourful packaging helps brands stand out to Gen Alpha buyers on shelves. Byoma, a skincare label whose expertise is rebuilding the skin barrier, has packaging that resembles brightly-coloured building blocks, similar to Lego.”

leveraging in uencers to promote their skincare lines, brands have inadvertently become the new aspirational must haves for today's tweens.

Business of Fashion, How Tweens Took Over The Beauty Aisle by Yola Mizzi, 2024

The shift from traditional toys to skincare products among

Image Credit: North West via TikTok

Gen Alpha re ects a broader cultural phenomenon fuelled by social media. As children are exposed to curated content showcasing awless skin and beauty standards, they internalise the message that youthfulness and beauty

In conclusion, TikTok’s in uence on Gen Alpha has

are paramount.

inadvertently transformed skincare products into the new status symbol for today’s tweens. Brands have

However, this behaviour raises concerns about the impact

capitalised on this trend, successfully positioning their

of early exposure to beauty standards and the pressure to

products as must-haves for young consumers.

achieve an idealised appearance from a young age. The normalisation of skincare routines among children, coupled with the promotion of anti-ageing products, can contribute to a distorted perception of self-worth based on

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appearance.

Image Credit: Byoma

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Are we really embracing ageing?

Age-inclusive authenticity

The danger of tokenistic representation

Brands like 19/99 are leading the charge in setting new

While there's increased representation of aging in

standards for authenticity in age-inclusive casting, product

media and marketing, critics argue that it often falls

development, and marketing. By addressing the beauty

short of genuine inclusivity. Some e orts may tokenise

industry's exploitation of ageing insecurities head-on, these

older individuals who still t traditional beauty

brands are reshaping the conversation around ageing and

standards or rely heavily on retouching. Despite

beauty, paving the way for more genuine and inclusive

progress, true shifts in attitudes toward age may be

representation.

slower to materialise.

In a world captivated by eternal youth, a countercultural movement is emerging, echoing the sentiment that "old is gold." This ethos challenges

Tap into the silver dollar

the prevailing standards of beauty and celebrates the wisdom and grace that come with age.

Don't overlook the purchasing power and in uence of older demographics. Including age-diverse representation can unlock new revenue streams and expand market reach. Recognising and catering to the needs of older consumers can lead to sustainable business growth and market longevity.

The 2023 FIT Cosmetics and Fragrance Marketing and Management Capstone Research spotlighted the “Silver Spender” as the fastest growing segment with 50% of the global net worth but the most underrepresented consumer group worldwide. By 2030, the silver consumer segment (those above the age of 50) is expected to spend $15 trillion.

(Capstone 2023, Beauty In A Shifting Global Landscape White Paper Research)

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Image Credit:19/99 Beauty

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Beauty does not only belong to the young

Challenge beauty norms

Expand your marketing reach

Showcase diverse age groups authentically in

Rede ne traditional beauty standards by featuring

Age-inclusive marketing taps into previously

marketing materials. Avoid tokenistic representation

diverse age groups in marketing campaigns. Challenge

overlooked demographics, unlocking new markets and

and embrace genuine stories and experiences. By

societal norms by portraying beauty as multidimensional

revenue streams. By featuring individuals of varying

portraying real people, brands foster deeper

and inclusive. Brands that lead the charge in rede ning

ages, brands acknowledge the purchasing power and

connections with consumers, enhancing brand

beauty perceptions inspire authenticity and resonate

in uence of older consumers, driving business growth

authenticity and resonance.

with consumers seeking genuine representation.

and expanding market reach. (Remember, Gen Z will one day be old!)

Image Credit: L’Oreal

Our 4 key takeaways Authentic representation of ageing drives engagement Incorporating mature in uencers drives engagement.

Gen Z and Millennials favour transparency, gravitating towards authentic, unscripted content from older in uencers. 82% of Gen Z trust brands featuring real customers. By showcasing diverse experiences, brands forge deeper connections, driving engagement, and fostering loyalty.

(Generation In uence: Reaching Gen Z in the New Digital Paradigm, 2024 )

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Image Credit: Bloom Beauty

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