L’Oréal is planning to shift its focus to a new science-backed strategy, ‘longevity beauty’, as part of its growth plans. The central idea behind it is to improve skin ageing and shift people’s mindset from corrective to preventive skincare by educating them about the skin’s biological age.
In line with this new aim, L’Oréal’s brands Vichy and Lancôme will launch products that offer customisation along with a product lineup of supplements that will offer a holistic approach to skincare. These products will be made using state-of-the-art technology and will focus on the root cause of skin issues rather than symptom correction, which in turn will help in keeping the skin healthy in the long run.
L’Oréal CEO Nicolas Hieronimus spoke about this new approach at a conference in Paris, where he explained how there is now a need for ‘beauty longevity’ as the lifespan of people has increased. Data from Euromonitor shows that about 1.4 billion people will be more than 60 years of age by 2030, and by 2025, life expectancy is expected to increase with people living 14% longer than seen in 2000. Even the longevity and anti-senescence therapy market size is expected to rise at a CAGR of 5.25 to US$9.43 billion in the period 2024-2029. Nicolas added that with all these changes in lifespan, the beauty industry has entered a new phase where beauty and science are intertwined.
