# Dynamic Aging Consumers celebrate and enhance signs of aging. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jan 6, 2016 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/dynamic-aging ## Key Figures - Trend score: 5.1/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 12, 2014 to Mar 11, 2016 - Published: Jan 6, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Top markets: North America, South America, Europe, Asia ## Themes within the Dynamic Aging trend ### 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. ### 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. ### 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. ## What the Dynamic Aging trend means for industry ### For 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 for Dynamic Aging Trend score 5.1 out of 10, from popularity 74%, activity 69%, freshness 8%. - Popularity: 74% - Activity: 69% - Freshness: 8% ## Examples of the Dynamic Aging trend 6 featured examples from Jan 12, 2014 to Mar 11, 2016. - [Boomer Hair Care Collections](https://www.trendhunter.com/trends/white-hot-hair): White Hot Hair Embraces Aging Hair With Brightening Products (Category: Life-Stages) Implication: The hair care industry has an opportunity to capture the growing market of individuals seeking natural and age-positive hair products. - [Vanguard Boomer Fashion](https://www.trendhunter.com/trends/accidental-icon): Accidental Icon Promotes Fashion-Forward Style for Women Over 50 (Category: Life-Stages) Implication: The fashion and beauty industry can capitalize on the growing market for fashion and beauty content targeted towards women over 50. - [Progressive Boomer Magazines](https://www.trendhunter.com/trends/refigural): Refigural Gives Readers a Fearless Perspective on Aging (Category: Life-Stages) Implication: 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… - [Boomer Beauty Haircare](https://www.trendhunter.com/trends/naturally-gray-hair): These Products are Designed for Enhancing Naturally Gray Hair (Category: Fashion) Implication: Haircare brands can invest in research and development to create specialized products targeting gray hair and aging hair concerns. - [Classically Mature Model Lookbooks](https://www.trendhunter.com/trends/the-row-2014): The Row 2014 Lookbook Speaks Against Ageism in Fashion (Category: Luxury) Implication: Fashion brands championing inclusivity and anti-ageism in their marketing strategies creates expanding markets for mature fashion, driving sales and new trends in fashion. - [Youth-Capturing Commercials](https://www.trendhunter.com/trends/loreal-age-perfect): The L'Oreal Age Perfect Campaign Stars Actress Helen Mirren (Category: Life-Stages) Implication: 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… ## Recent trend clusters - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Utility Refinement](https://www.trendhunter.com/protrends/utility-refinement) (Fashion) - [All-Weather Ease](https://www.trendhunter.com/protrends/all-weather-ease) (Fashion) - [Playable Beauty](https://www.trendhunter.com/protrends/playable-beauty) (Fashion) ## Trending in Fashion - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [’90s-Inspired Fall Essentials](https://www.trendhunter.com/trends/quince-and-jason-bolden) All articles: [Fashion](https://www.trendhunter.com/fashion)