Consumers shun ‘pro-ageing’ movement as anti-ageing moisturiser sales boom

Despite the trend for inclusivity in marketing campaigns and product descriptions, sales of anti-ageing moisturisers have overtaken sales of normal moisturisers for the first time

Sales of anti-ageing moisturisers in the UK have overtaken sales of normal moisturisers for the first time, according to Kantar Worldpanel.

By the end of 2017, 30.3% of women said they routinely invest in anti-ageing moisturisers, with the industry now worth £296.3m a year.

Amanda Bryans, Consumer Insight Director at Kantar Worldpanel, told Cosmetics Business: “While there’s a growing ‘pro-ageing’ movement championed by celebrities and on social media, it’s not . . .

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