It is no secret that women 40 years and upwards have been overlooked by mainstream beauty for decades. But recently, brands are launching and data is turning up to show the true potential of these beauty customers. Including one from Avon, the multinational beauty and fashion company.
“For the last two decades, we’ve been researching the impact of changing hormones on skin condition. Increased dryness and sensitivity are common in perimenopausal skin as well as that overwhelming hot sweat and redness of flashes. What really interested us was the significant loss of collagen that happens in the first 5 years of perimenopause… indeed up to 30% loss,” writes Gina Ghura, Executive Director of Innovation, Avon Worldwide in a newly-published report on menopause titled Menopause TLI. Too Little Information.
The full Avon report shares data gotten from women all over the world, including 44% of women globally who were unaware of perimenopause until they started having physiological indications; 69% of women in various countries who experience dry, sensitive and blotchy skin, as well as breakouts during menopause; 71% that are “glad they won’t have to deal with monthly periods anymore”, and 41% who “say menopause has made them feel brave and able to take on new challenges.”
In a new Avon blog post, Ghura shares news on Avon’s upcoming product, adapt Sync. “It’s all about beauty in balance – with these wild hormone fluctuations it can leave us feeling out of balance so we created the world’s first skincare brand offering holistic solutions for hormonal skin issues,” she says.
The forthcoming collection is formulated with soothing botanical adaptogens, such as tumeric and Avon’s patented tiliacora. It will include Icy Cooling Elixir Facial Mist to tackle hot flushes; Dream Cream Night Cream, a 3-in-1 cream to firm and calm skin, boost collagen production and support sleep with relaxing lavender and jasmine, and Hydra Rescue On The Go Serum, a moisture-boosting serum formulated to work across multiple skin layers.
Source: Cosmetics Design
