‘Anti-Aging’ is Taboo. But What Does ‘Clean’ Beauty Even Mean? - WSJ: While you can debate whether the phrase “anti-aging” is inherently negative or not, there’s a growing sense that the term is taboo, especially on beauty products. It’s certainly not trendy. “That terminology just feels really old and irrelevant, not ‘modern’ or ‘transparent or ‘empowering,’ ” said Wendy Liebmann, co-founder of WSL Strategic Retail, a New York-based market research firm that in 2016 compiled a study with the cheery title ‘How Mediocrity Undid Shopping.”
The study’s data reflects the many ways in which the American consumer is confused about skincare products. Only 55% of participants felt brands clearly communicate product benefits, only 46% felt brands are “honest,” and 39% said they have a clear read on ingredients. None of those numbers, said Ms. Liebmann, inspire confidence. “The term ‘anti-aging’ doesn’t tell a story,” she emphasized. “People are looking for specific, factual benefits and solutions, particularly around health, wellness and beauty.”
The shift away from anti-aging is drawing more women to the concept of clean beauty, especially when it’s bolstered by evidence that the products are natural. While there’s no official definition of “clean” (as compared to “organic,” which is codified by a precise set of certification guidelines), products marketed as such are typically derived from plants and other natural ingredients, and are devoid of the most demonized cosmetic chemicals, including parabens, phthalates, sodium lauryl sulfate and triclosan. Ms. Liebmann sees a connection between “this age-positivity moment and a concurrent rise of the luxe-natural skin-care category.”
The study’s data reflects the many ways in which the American consumer is confused about skincare products. Only 55% of participants felt brands clearly communicate product benefits, only 46% felt brands are “honest,” and 39% said they have a clear read on ingredients. None of those numbers, said Ms. Liebmann, inspire confidence. “The term ‘anti-aging’ doesn’t tell a story,” she emphasized. “People are looking for specific, factual benefits and solutions, particularly around health, wellness and beauty.”
The shift away from anti-aging is drawing more women to the concept of clean beauty, especially when it’s bolstered by evidence that the products are natural. While there’s no official definition of “clean” (as compared to “organic,” which is codified by a precise set of certification guidelines), products marketed as such are typically derived from plants and other natural ingredients, and are devoid of the most demonized cosmetic chemicals, including parabens, phthalates, sodium lauryl sulfate and triclosan. Ms. Liebmann sees a connection between “this age-positivity moment and a concurrent rise of the luxe-natural skin-care category.”