For many mature women today, age truly is nothing but a number. They are the “elastic generation,” as Wunderman Thompson refers to them in a report suggesting the respondents feel happier, wiser and more confident now than they ever have before. They’re active, they travel, and they’re breaking traditional behavior models across the board in their personal and professional lives.
“We need to ditch the tired stereotypes,” Wunderman Thompson says. “These women are living according to how they feel rather than how they ought, pushing the boundaries of expectation and upending the status quo. Ever the generation of rebels, they are reinventing life past fifty, as they forge the path others will follow.” Read more about the trends beauty brands are learning from the elastic generation here as they break stereotypes and shift cultural perspectives.
So how can brands formulate natural personal care products that don’t just speak to the elastic generation, but also further empower these inspiring women? Here are a few formulas and ingredients to tap into:
Overnight Hydration Gel Mask
A lightweight, non greasy formula to recharge dehydrated skin. This formula contains Hydrofacteur HC, which is clinically tested to help retain skin hydration and moisture for up to 72 hours. Solubilisant LRI acts as an emulsifier to form gel-cream emulsion with a light skin feel. The gel texture is obtained with Covacryl SP while Natpure Film AP, a sugar-based film-forming agent coated with acacia gum provides a lifting effect when the formula is fully absorbed into the skin
Overnight Care Crème (Cocoa)
Nourishing overnight care with Phytoclean. This night cream contains natural actives ingredients to boost skin protection. Covacryl RH is a water thickener, which provides a rich and nourishing texture to the cream. The cream contains Natpure Feel M Eco, to give a light emollience to the cream. Covasterol, a blend phytosterols with lanoline like emollience helps to boost moisturization and balance sebum production for maximum skin comfort. Natpure Xtra Eternity, a cocoa extract, can strengthen skin barrier protection to boost skin hydration and also clinically tested for smooth and firmer skin.
Smoothness and youth for your face. Thanks to Natpure Feel M Eco emollient, silicone can be removed form formula keeping the soft and pleasant sensory. Natpure Xtra Longevity our natural plant concentrate ensure the youth care of your skin.
Hair Conditioner Arianor Flash
As we age, our skin begins to lose its elasticity and firmness because its ability to regenerate is no longer the same. Decreased sebaceous glands and increased water loss can result in dry, scaly complexion. Moisturizing is an absolute must. Covasterol, a blend of plant phytosterols in place of lanolin, acts as a film former, superfatting agent and healing agent all at once. This ingredient is proven to reduce sebum production and pore size in 7 days. Additionally, it adds the smooth creaminess that many consumers associate with luxury.
Natpure® Feel M-Eco
Our natural and non-volatile silicone replacement, Natpure Feel M-Eco, adds a lovely touch to cosmetics and skin care products by delivering the conditioning and moisturizing benefits of esters with the lightness of silicone in a refreshingly natural emollient.
In addition to skin losing its elasticity with aging, it can also begin show the effects of sun, pollution, diet and stress, with years of impact giving way to expression lines, wrinkles, and blemishes. To combat skin damage, Sensient developed its Natpure® Xtra line of botanical actives powered by PhytoClean™ technology, featuring ethically and sustainably sourced ingredients from all ends of the earth.
- Natpure® Xtra Integrity (Ecuador) – Guayusa leaf extract supports skin barrier integrity by restoring proteins that are essential for barrier reinforcement and anti-inflammation.
- Natpure® Xtra Vitality (Uganda) – Rosemary extract enhances epidermis barrier function while fighting daily pollution with high phytochemical levels.
- Natpure® Xtra Longevity (Kenya) – Green tea extract is proven to be as effective as vitamin E in antioxidant power, shown by an 80 percent reduction in sunburn cells in Sensient’s in-vitro research.
- Natpure® Xtra Eternity (Uganda, PCHi 2020 Skin Barrier Repair Award) – Criollo cocoa extract works to strengthen natural defenses against skin aging by targeting the dermis and epidermis.
PhytoClean™ is a patented, water-only extraction process that is cleaner than traditional solvent extraction and more scalable than CO2 extraction, resulting in powerful active ingredients.
The women of the elastic generation also have unique hair care needs. Tresses naturally gray with age while undergoing noticeable changes in density, texture and elasticity. With an increase in keratin, hair becomes drier, thicker, and more fragile. Since permanent dyes can compound the challenges, the recommendation is to stick with semi-permanent coloring that doesn’t damage strands and lift the hair base. Sensient’s Arianor® semi-permanent dyes are water soluble with cationic character in a wide variety of colors and, most importantly, with no ammonia.
If hair has already been damaged from previous coloring, Arianor® helps soften the impact of another treatment. Arianor® Flash adds another dimension of convenience with dyes and biotechnical agents in powder form. Just apply water, and the product is ready to apply.
The elastic generation is all about self-empowerment, even if it means embracing gray hair. Still, silver strands can turn yellow when oxidized by sunlight and heat-styling tools. Sensient’s UNICERT® Violet K7025-J solves this problem by providing a high purity acid dye that neutralizes style-ruining brassy and yellow tones.
Lastly, the scalp also becomes drier over the years, as the skin loses its natural moisture. And for those women who prefer to stand by permanent coloring and/or subject their hair to other chemical services such as bleaching and straightening, uncomfortable scalp sensations such as flaking, redness, and itching may follow. Sensient’s new Sensishield® Scalp is an active to be used during the hair coloring process, powered by PhytoClean™ technology. In addition to protecting the scalp from the harmful effects of the sun, this guayusa extract offers antioxidant action—which may help with color degradation caused by oxidative stress—and preserves the hair fiber.
The elastic generation is here. Is your brand there? Much of the beauty industry is only now joining the ageless trend, with research showing that 70% of women over 55 feel invisible to beauty brands and over 80% feel ignored by retailers. Start formulating for the elastic generation today. Contact us to learn more about our full portfolio of ingredients and formulations.