Table of contents About the author Disclaimer Executive summary The anti-aging beauty market in context Consumer attitudes towards anti-aging terms Demographic targeting of beauty brands Moving towards a more positive future Chapter 1 Introduction "Anti-aging" as a marketing term About this report Evolution of the anti-aging beauty trend Change in attitudes towards aging Market trends by region Chapter 2 The current product landscape for anti-aging products Introduction Facial skincare Anti-aging claims come with a price tag The spread of anti-aging terms from premium to mass Serums target specific aging concerns The influence of Asia on skincare innovation Body care Anti-aging terminology is interchangeable with facial skincare Make-up Foundation spearheads skin aging concerns Haircare Concerns about hair loss and scalp aging affect Asian consumers Chapter 3 Consumer attitudes Introduction Perception of cosmetic claims A cynical view of cosmetic claims Anti-aging claims fail to convince consumers Belief in the efficacy of added ingredients Consumers are more interested in ingredients than claims Familiar ingredients are deemed more effective Focus on South Korea Science versus nature: which is best? What is "natural"? Chapter 4 The marketing of anti-aging claims Introduction Catching them young through age prevention Promoting pixel-perfect skin to young women Promoting youthful looks through advertising Women over 50: a prime target for beauty companies The truth about aging Older consumers do not believe in anti-aging claims Targeting older women in advertising Chapter 5 New ways of approaching the anti-aging issue Introduction Major brands maintain the status quo The "fight" against aging Niche brands take a more relevant approach to skin aging Positive aging, youthful aging, and fit skin Overcoming skepticism: alternative ways to selling anti-aging products Wellbeing and pleasure Skin health and sun protection Putting anti-aging claims to the test Appendix Scope Methodology Primary research Secondary research Glossary/abbreviations Bibliography 5

Table 1: Consumer views on the effectiveness of ingredients in beauty/grooming products Figure 1: Asia Pacific leads the way in anti-aging skincare Figure 2: Hydrating claims are the same for high and low priced moisturizers Figure 3: Anti-aging terminology pushes up price point Figure 4: LR2412: L'Oréal technology used across its brands Figure 5: Serums target anti-aging skin concerns Figure 6: Serum technology crosses over into body care Figure 7: Foundation brands use skincare technology Figure 8: Lipstick and nail care brands tackle aging concerns Figure 9: Pantene Expert Age Defy claims to make the hair look up to 10 years younger Figure 10: Product claims are very important to Brazilian and Asian consumers Figure 11: Older consumers care little about product claims Figure 12: Key anti-aging messages are found wanting Figure 13: A global interest in the ingredients used in beauty/grooming products Figure 14: South Korean consumers put their trust in ingredients Figure 15: Consumer choice between chemicals and functionality reveals regional differences Figure 16: "Natural" claims are a powerful incentive to purchase Figure 17: Targeting young women's skin concerns Figure 18: 17-year old model used in skin whitening ad Figure 19: Olay uses 46-year old actress in the battle against aging Figure 20: Consumers aged over 65 are the most skeptical about beauty product claims Figure 21: Deciem promotes "well-aged" skin with Hylamide skin boosters Figure 22: The changing face of older women in advertising Figure 23: A more realistic portrayal of older women in skincare advertising Figure 24: Darphin Exquisage takes a more realistic approach to anti-aging Figure 25: NIOD pushes the boundaries in skincare science Figure 26: Mio Fit Skin For Life focuses on positive aging Figure 27: Merumaya integrative skincare offers a holistic approach to aging Figure 28: Garnier UltraLift "wrinkle reader" challenge demonstrates product benefits

L'Oréal Lancôme Olay Elizabeth Arden Clarins Dior Deciem Boots Estée Lauder Clinique Mio Skincare