Category
Fashion
Engineered Layers
5.1
Trend score
Trend
What is the Dynamic Aging trend?
Dynamic Aging: Rather than being rejected, traditional signs of aging are now being celebrated by mainstream media. As a result, older consumers are gravitating to products that help enhance -- not hide -- features like graying hair. This shift does not suggest that consumers are less attached to maintaining youth, but that they are more relaxed, and positive, in their approach to aging.
Trend themes
Themes within the Dynamic Aging trend
Three behaviours holding the trend together01
Celebration of Aging
Boomers are embracing their natural beauty and aging process, leading to a growing trend of products that enhance or celebrate older features.
02
Rejection of Anti-Aging Narratives
More brands, magazines, and bloggers are rejecting anti-aging messaging and stereotypical depictions of aging, promoting individualism and empowerment for boomer consumers.
03
Fashion & Beauty Inclusivity
A growing number of fashion designers, haircare brands, and bloggers are embracing inclusivity for older consumers in traditionally youth-focused industries, creating new opportunities for the growing boomer demographic.
Industry implications
What the Dynamic Aging trend means for industry
Where the trend changes the playbookFor
Beauty & Personal Care
Brands are developing products that enhance and maintain aging features, while focusing on inclusivity and celebrating individual beauty for boomers.
For
Fashion
Designers and fashion bloggers are promoting individualistic style and inclusivity, rejecting traditional youth-focused marketing and creating new opportunities for boomer consumers.
For
Media & Publishing
More magazines, blogs, and social media influencers are embracing inclusive messaging and rejecting anti-aging narratives, catering to the boomer market and promoting empowerment for aging consumers.
Workshop question
How is your brand approaching the boomer demographic, and does it reflect their unique approach to aging?
Trend signals
Trend signals for Dynamic Aging
Trend score 5.1 out of 10, from popularity 74%, activity 69%, freshness 8%.
Popularity74%
Activity69%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial (not a primary audience)
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Dynamic Aging trend
6 featured examples from Jan 12, 2014 to Mar 11, 2016CategoryLife-Stages
Boomer Hair Care Collections
White Hot Hair Embraces Aging Hair With Brightening Products
The hair care industry has an opportunity to capture the growing market of individuals seeking natural and age-positive hair products.
CategoryLife-Stages
Vanguard Boomer Fashion
Accidental Icon Promotes Fashion-Forward Style for Women Over 50
The fashion and beauty industry can capitalize on the growing market for fashion and beauty content targeted towards women over 50.
CategoryLife-Stages
Progressive Boomer Magazines
Refigural Gives Readers a Fearless Perspective on Aging
Fashion brands can create age-inclusive clothing lines that cater to the unique needs and preferences of older consumers, or collaborate with publications like Refigural to challe…
CategoryFashion
Boomer Beauty Haircare
These Products are Designed for Enhancing Naturally Gray Hair
Haircare brands can invest in research and development to create specialized products targeting gray hair and aging hair concerns.
CategoryLuxury
Classically Mature Model Lookbooks
The Row 2014 Lookbook Speaks Against Ageism in Fashion
Fashion brands championing inclusivity and anti-ageism in their marketing strategies creates expanding markets for mature fashion, driving sales and new trends in fashion.
CategoryLife-Stages
Youth-Capturing Commercials
The L'Oreal Age Perfect Campaign Stars Actress Helen Mirren
The beauty industry has an opportunity to challenge norms around aging by featuring older spokespersons in advertisements and offering products geared towards the specific needs o…
