MakeUp in World

18 & 19 September 2024

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Life Long Care: The Changing Face of Beauty in the Age of Longevity

Wednesday 18 September
10:30 am

Beauty is changing. Mindsets are shifting. And consumer expectations around the industry’s perception of age are challenging the status quo. As our global population ages, the beauty industry faces a crucial turning point, transcending age-based standards to embrace beauty across life’s diverse stages, celebrating one’s journey and the changes that arise along the way. Once solely focused on immediate results and temporary fixes, the industry is now embracing a more holistic approach that emphasizes long-term health and wellness. Discussed across industries, researched extensively across the world, and even trending on social media, “longevity” is more than just a buzzword. But what exactly does longevity mean in the context of beauty, and how is it reshaping the market today?
Longevity, in its essence, refers to the concept of extending the duration of a person’s life. However, in the beauty industry, longevity has evolved beyond merely prolonging life span to encompass the idea of preserving youthfulness, vitality, and overall well-being. It incorporates a multifaceted approach that addresses not only external appearance but also internal health and lifestyle choices.

Eleonora Mazzilli

Trend Localization & Business Development Director