In a world witnessing a surge in life expectancy, Estée Lauder, the renowned American cosmetics brand, is reshaping the beauty industry by prioritizing the science of longevity. According to INSEE, France is poised to have 30,000 centenarians by 2023, signifying a thirty-fold increase since 1970. This demographic shift has spurred scientists, sociologists, and psychologists to delve into the intricacies of longer life and strategies for enhancing the quality of life as we age.
Estée Lauder is spearheading this initiative with «Skin Longevity,» a comprehensive platform featuring cutting-edge product innovations, group training for longevity experts, and a dedicated research program at the Stanford Center on Longevity. Anne Troussicot, Managing Director for Europe, Africa, the Middle East, and India, highlights that longevity is a rapidly growing trend in the beauty and wellness industry. In 2022, the global biohacking market, focusing on optimizing body, mind, and life, reached a value of $22 billion and is projected to soar to $80 billion by 2030.
At the core of Estée Lauder’s innovation lies Sirtivity-LP, a patented technology designed not only to decelerate skin aging but visibly reverse it. Anne Troussicot reveals that come January 2024, Estée Lauder will unveil «Re-Nutriv Ultimate Diamond Transformative Brilliance,» a luxurious cream featuring Sirtivity-LP. This cream promises visible anti-aging results within just 14 days and will be part of Estée Lauder’s premium Re-Nutriv range, retailing in the selective network for approximately €350. The Sirtivity-LP technology will subsequently be seamlessly integrated into other products, particularly in the brand’s makeup segment.
In tandem with this product launch, Estée Lauder has curated a panel of longevity experts spanning diverse disciplines. Comprising Estée Lauder scientists and external experts, these members will act as the brand’s spokespersons on topics related to longevity. Additionally, Estée Lauder pledges support for the Stanford Center on Longevity, emerging as the inaugural financial contributor to the center’s new program focusing on aesthetics and culture.
While Estée Lauder’s historic legacy spans 80 countries and territories, the rollout of this longevity-focused platform coincides with a dip in the financial results of the Estée Lauder group. The first quarter of the 2024 financial year witnessed a 10% drop in sales to $3.52 billion (€3.2 billion). Estée Lauder attributes these results to anticipated challenges in the travel retail business in Asia and headwinds from a slower-than-expected recovery in prestige products in mainland China. Despite these challenges, Estée Lauder’s steadfast commitment to longevity-driven innovation remains unyielding.