In a market that's constantly demanding innovation and efficacy, it's no surprise that this emerging category is set to be bursting at the seams before the year is out. Research by Boots identifies this generation of young women as incredibly busy, but still putting their health and wellbeing at the forefront of their agenda: "Looking after their mind and body has never been more important, however anti-ageing is not yet a concern for them." With the trend for green juices, spin classes, gluten free diets and soya lattes only growing, it makes sense that this generation of women want to look after their skin in the same way as they do their bodies. This week sees the launch of No7's new Early Defence Skincare range (consisting of say, night and eye creams,) which works as a ‘stepping stone’ to help in the transition from everyday skincare to proactively delaying the signs of ageing.
Targeted at 20-35 year old women, the range offers No7’s most effective daily protection technology against UVA and environmental stress that can play havoc with our skin. Dr Mike Bell, Skincare Scientific Advisor for Boots, says: “With Double Defence technology we have created a powerful and broad-spectrum antioxidant complex which has been designed to neutralise damaging free radicals that cause the skin oxidative stress, helping you to keep your skin looking younger for longer.” The formula contains ginseng, mulberry, vitamin C and E, as well as rice peptides to look after our skin for longer. There's no anti-ageing claims, no overly complex formula - just a great moisturiser that will help nourish and protect skin while women go about their daily business.
Similarly, L'Occitane have just launched their very own affordable skincare range that's aimed at the needs of 20-something women looking for great products that provide the results they want. 'Pivoine Sublime' is formulated using an extract of the Peony flower to help correct complexion and texture irregularities, focusing on the reduction in pore appearance and evening out any discolouration - rather than concentrating on the fullness of skin or fine lines. The range includes a beautiful Skin Perfector which helps to brighten the skin and reflect light for a healthy glow, a delicious Perfecting Cream to hydrate and add radiance, as well as a lightweight CC Cream to offer SPF20 protection while evening skin tone. It's clear that there's a move away from promising dramatic results, with L'Occitane delivering luminous skin and products that are a pleasure to use; for many women there's no need to over-complicate it, because that's just not what they need.
Furthermore, La Roche Posay have developed a range that's perfect for the needs of the 20-something woman. Although specifically targeted at sensitive skin (thanks to the elimination of any 'nasties' that could cause irritation,) the focus of Toleraine Ultra is simply hydration. There is no fragrance, parabens, colourant or alcohol, just a simple formula that's enriched with glycerine, shea butter and thermal spring water. This minimal approach is really quite refreshing, helping to simplify purchasing decisions and ensure we're not overloading our skin with too much product and doing more harm than good. The products are a pleasure to use, but most importantly get women into the routine of applying an eye cream, face serum and moisturiser - a great habit to have as you start to hit the 'anti-ageing' years.
I've been expecting this shift for some years, so it's great to see brands waking up and realising there's a whole generation that are missing out on skincare that's been developed specifically for their needs. They may not want to stock up on Simple, Olay or Nivea, opting for something a little more targeted and aspirational that looks as good on their bathroom shelf as it makes them feel. I've no doubt this is a growing market and we're set to see a huge amount of skincare launch from well-known brands identifying this whole untapped income source... I may be on the search for those first anti-ageing creams, but it's nice to know there are products I can use on a daily basis that keep it simple.
Does this emerging category sound perfect for your needs? Did you struggle in your 20's picking up products and knowing what to buy? I'd love to know your thoughts.
The No7 Early Defence range is in store now, priced £13.50-£19.50. L'Occitane's Pivoine Sublime range is in store, not yet online, priced from £14.00. La Roche Posay starts from 17.50.