Always at the forefront of the latest developments in the cosmetics industry, Sollice Biotech discusses "better aging" today. This trend comes as a nuance to the omnipresent "anti-aging", the keystone of cosmetic claims and still sought after by consumers.

cosmétiques bien vieillir

What is “better aging”?

Better aging is an evolution of anti-aging, the most promising claim of the cosmetics sector (if not the one for which this entire industry was created). Anti-aging is the fundamental trend of the sector, which can be found in all brands in the form of day/night creams, serums, masks, sprays, make-up, etc. Consumers love skincare products that reduce wrinkles, even out and brighten the complexion, reduce pigmentation spots, in a word limit or even repair the signs of aging.

However, cosmetic products remain dedicated to daily surface use that can improve the appearance of the skin over the long term. They are not drugs or invasive surgical procedures that completely reverse the effects of age. The anti-aging claims of brands are increasingly controlled with countries, such as the United States, Canada and some European countries, regulating the appearance of these claims on packaging and limiting the scope of the terms used(1).

The current trend is towards self-acceptance, respect for one’s body and accompanying one’s daily well-being. In this context, there is a growing number of articles on the notion of “better aging”, which is a nuance of the classic “anti-aging”. We notice that aging well is a trend that impacts all our lifestyles, not just our beauty rituals. Indeed, many magazines advise people to take care of their body (sport, food, sleep, care) and their mind (meditation, reading, positive activities) in order to age “beautifully” (2), (3).

 

 

 

 

 

 

Seniors, the core target of better aging

The share of the so-called “senior” population in the world’s population is increasing year after year, thanks in particular to medical progress and improved lifestyles. According to the WHO, “Between 2000 and 2050, the proportion of the world’s population over 60 years of age will double from about 11% to 22%. The absolute number of people aged 60 and over is projected to increase from 605 million to 2 billion over the same period. “(4)

“Mature skins” are always an integral part of the categories for which brands develop new ranges. Senior models such as Jane Fonda for L’Oréal are appearing more and more.

Jane Fonda bien-vieillir

Well-being, a key element of better aging

The well-being provided is a very important criterion in the process of buying a cosmetic product. Today’s users want to treat themselves to “cocooning” moments, to take care of themselves, with products that respect their bodies and the environment. They are looking for quality of life and general well-being. The sensory dimension is very important and the trend of well-being is combined with the other claims of cosmetics. Dr. Karl Lintner, former Managing Director of Sederma and a leading specialist in the cosmetics industry, addressed this topic in an article for SpecialChem : « Better Aging vs. Anti Aging ». It takes up the key points of these two claims and makes the link with the well-being perceived by the user:

Karl Lintner Cosmetics
Le Dr. Karl Lintner.

“These hedonistic aspects translate into improved measurable indices of quality of life, as demonstrated by a growing number of in vivo studies of this type. The first ingredient to quantify this “better aging” effect is a cornflower extract called Clotholine®. Clinical data for the ingredient showed both an improvement in skin texture and an increase in wellness scores.”

In December 2019, Dermscan organised a webinar entitled “Valuing Better Aging”, presenting the relevance of this trend and the in vivo tests that can be conducted to demonstrate the clinical efficacy of cosmetic ingredients positioned on this claim. Indeed, it is possible to adapt the clinical tests, especially from the point of view of questionnaires, to capture the feeling of well-being felt by the volunteers. Clotholine® was the case presented by Anne Sirvent because we were the first to position our ingredient on this topic.

Indeed, this cosmetic active ingredient fits perfectly into the trend of better aging. It activates the production of the Klotho protein, known as “youth protein”, and brings longevity and radiance to the skin. Klotho is also known for its link with stress response and well-being. Clotholine® is the first cosmetic ingredient for which an improvement in well-being has been clinically demonstrated on a panel of users. It is a “super ingredient” with multiple benefits, which allows the creation of wellness and well-being product ranges. Very easy to formulate and incorporate, Clotholine® can be integrated into creams, masks and care products. These rituals will bring long-term skin radiance and well-being to users.

Read our detailed article on the actions of the Klotho protein and the claims of Clotholine® here.

We provide a real response to enable brands to accompany the trends of self-acceptance and integration of the senior population. The aging of the population, the new expectations of consumers towards cosmetic products, the importance of taking care of oneself and one’s skin are strong parameters that allow to open the trend of better aging.

Do not hesitate to contact us for more information about Clotholine.

Sources
(2) Woman’s Day, 15 Février 2019, “10 Things Every Woman Can Do To Age Gracefully”
(4) Organisation Mondiale de la Santé, “Faits Marquants Sur Le Vieillissement”

All Sollice cosmetic active ingredients

Sollice Biotech offers you a range of cosmetic active ingredients with various actions

All our cosmetic ingredients are tested with the same rigour and in compliance with regulations. We research and demonstrate in a concrete way the solid biological activities we claim for our active ingredients.