WELL AGEING, a social trend that needs to be tested!

We live in an era where social media infiltrates our minds with perfect-skinned forever
young-looking men and women. It is with this in mind that the negative communication of
the anti-claims is being replaced, by the cosmetic industry, with a fairer holistic and positive
“well-aging” communication. Different ages, different skin needs, different products! This
should be imperative when it comes to support and not to fight the skin aging process at
any age in a way that aligns the concept of aging gracefully with a natural healthy look as
one grows older. The new challenge for the industry is then to embrace the natural aging
process, deal with skin resilience, and maintain the youth capital of the skin. This is also a
challenge for the testing laboratory companies. There is an urgent need to set new
standards and procedures to effectively investigate the efficacy of cosmetic products
claiming a positive effect on aging. The risk to not give a real connotation to the “well-aging”
testing is the “well-aging washing”, in other words, the risk is to make an anti-aging claim
disguised as a well-aging claim. In this presentation, we will deal with the techniques to
demonstrate the “well-aging efficacy”.