The term “anti-aging” has long been a staple in the skin care industry. There is a huge array of lotions, creams, serums and other applications that all claim to give your skin a “youthful appearance.” The very term, however, implies that your skin is still aging, but at least you can do something about it, to make it appear younger.
But can you actually slow down skin aging? Or even reverse it?
As reported here, the industry is betting that the answer is an emphatic “Yes!” As reported here, “it’s now the cosmetics industry that’s getting to grips with the subject of longevity, which is even beginning to overshadow the term ‘anti-aging’.”
Focus of the article is Estée Lauder, which is launching Skin Longevity, “a platform based on a new product innovation, group training for longevity experts and the funding of a research program at the Stanford Center on Longevity.”
How important is this new initiative? The article quotes Anne Troussicot, managing director of Lauder’s Origin and Aerin brands for Europe, Africa, the Middle East and India: “”Longevity is a fast-growing trend in the beauty and wellness industry. In 2022, the global biohacking market (actions and practices to optimize your body, mind and life) was worth 22 billion dollars, and is expected to reach 80 billion by 2030.”
From the article: “Estée Lauder has developed Sirtivity-LP, a patented technology that not only slows down skin ageing, but even visibly reverses it. ‘In January 2024, we will be launching Re-Nutriv Ultimate Diamond Transformative Brilliance, a gentle cream with Sirtivity-LP, worldwide. A cream that visibly reverses the signs of ageing after just 14 days,’ says Anne Troussicot.”
What’s even more interesting is that Lauder has “set up a group of longevity experts from a number of disciplines. Its members, including Estée Lauder scientists and external experts, will become the brand’s media spokespeople on the subject of longevity. Estée Lauder has also announced its support for the Stanford Center on Longevity, an interdisciplinary research center at Stanford University in California. The brand will be the first financial contributor to the center’s new program on aesthetics and culture.”
This represents an enormous change. The previous mind-set said, in effect, “We can’t really stop your skin from aging, but we can mitigate the effects, particularly the appearance, of that aging.” Now the industry is aspiring to actually slowing down or even reversing that aging. Which moves them from “anti-aging” to “longevity.” Or in other words, firmly into the world of the SuperAging revolution!
Yet one more exciting landscape for us to keep watching.