A study by Statistik Austria found that cosmetics and body care contribute to a feeling of "rejuvenation". According to the survey, people over 60 feel on average twelve years younger than they actually are. One in three people over the age of 60 feels at least 16 years younger than they actually are (32 per cent). According to the market researchers, respondents feel that this "down-ageing effect" is intensified by the frequent use of cosmetic and body care products.

81 per cent of people over 60 use body care or cosmetic products at least once a day. The figure among the Austrian population as a whole is 74 per cent, according to the study. The survey found that intensive users feel almost a year younger than the average among the population.

Beauty is not a Question of Age

The study showed that 86 per cent of Austrians believe that beauty is no longer a question of youthfulness and that people can still look attractive in old age. These views are shared by both older and younger consumers, with 79 per cent of those aged between 16 and 24 and 83 per cent of those between 25 and 34 agreeing. According to Statistik Austria, naturalness and authenticity in appearance are more important today than the pursuit of youthfulness (69 per cent). Beauty and body care should therefore also be an element of active self-care as a means of increasing quality of life and self-esteem, especially in an ageing society.

The study was conducted together with the Zukunftsinstitut on behalf of an Austrian cosmetics platform. It is based on a trend analysis of various reports, as well as an Austria-wide representative online survey conducted in cooperation with opinion research institute YouGov.

Source: Kosmetik transparent, Photo: Nati Melnychuk, Unsplash