L’Oréal is betting on a new frontier of science – 'longevity beauty' – to drive forward its growth plans over the next few years, with the aim to deliver a “new era of better ageing” for all.
The French giant wants to help consumers understand longevity in the context of beauty – empowering them to move from corrective to preventive care via a new understanding of their skin’s biological age – while also helping to reframe the industry’s wider narrative around how we view ageing and identity.
New product and device launches from the company’s big-hitting brands like Lancôme and Vichy will start to roll out this year promising to provide this new level of personalisation, while a new supplement range is also on the horizon to help provide an even more 360-degree approach.
All new launches will use cutting-edge technology to link the hallmarks of ageing to the biological pathway, shifting the focus of beauty from symptom correction to root cause intervention, with hopes to position beauty as an essential component of wellbeing in the longevity sphere.
This renaissance of beauty is reimagining what it means to be beautiful across the entire lifespan
L’Oréal CEO Nicolas Hieronimus first opened up about the brand’s plans at the company’s ‘The beauty of longevity’ conference in Paris, France, this month, explaining that a “new paradigm of longevity” has arisen because people are living longer.
As such, longevity – and enabling people to age better, for longer – will be a wider issue that spans all categories, not just health and medical.
“We are truly entering a new era of science, where beauty and longevity will be intertwined for the wellbeing of the population,” said Hieronimus. And the stats back up this thought process.
1.4 billion people will be aged over 60 by 2030, according to data by analyst Euromonitor, while by 2050 life expectancy is set to increase significantly, with the world population living on average 14% longer than they did in 2000.
The longevity and anti-senescence therapy market size is also forecasted to increase by US$9.43bn at a CAGR of 5.2% between 2024 and 2029, reported market analyst Technavio.
Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology, L’Oréal Groupe
More than a beauty buzzword
And with skin being a crucial storyteller of our internal health, understanding our skin’s biological age is what the company believes is the next big frontier of beauty science.
“Until now all the science was more on corrective care – meaning [that] you have a
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