Mintel’s Beauty and Personal Care Analyst Georgia Stafford notes that the onset of concern around ageing has shifted from middle aged to younger consumers, leading them to adopt a preventative ageing approach. For instance, 28% of Germans aged 25-34 are worried about eye wrinkles, and 24% of 16-24 year olds worry about forehead wrinkles.
For these young consumers, the focus is on reinforcing and protecting the skin today to prevent the need for more drastic measures later in life. This has opened the way for ‘collagen banking’ delivered by products such as Dermalogica’s Pro-Collagen Banking Serum, which claims to help ‘preserve the skin’s collagen today, so users have more for tomorrow. Dermalogica is not alone. Mintel’s GNPD shows that use of the Collagen Increasing claim in the skincare launches has grown 68% between 2020-25.
Collagen banking also plays perfectly into wider consumer concerns around longevity- in Germany, 49% think it’s important to start using anti-ageing beauty or grooming products before experiencing visible signs of ageing.