Estée Lauder places the science of longevity at the center of its strategy

According to INSEE, in 2023 there will be 30,000 centenarians in France, thirty times more than in 1970. Scientists, sociologists and even psychologists are analyzing the issues raised by longer life expectancy, but above all how to live better for longer. And now it is the cosmetics industry that is dealing with the issue of longevity, which is even beginning to overshadow the term “anti-aging.”

The American cosmetics brand Estée Lauder, owned by the group of the same name, launches Skin Longevity, a platform based on the innovation of a new product, the group training of longevity experts and the financing of a research program at the Longevity Center from Stanford.

“Longevity is a rapidly growing trend in the beauty and wellness industry. By 2022, the global biohacking market (actions and practices to optimize body, mind and life) was worth $22 billion, and “It is expected to reach 80 billion in 2030,” explains Anne Troussicot, general director for Europe, Africa, the Middle East and India of the Estée Lauder, Origins and Aerin brands.

Estée Lauder has developed Sirtivity-LP, a patented technology that not only slows down skin aging, but even visibly reverses it. “In January 2024, we will launch worldwide Re-Nutriv Ultimate Diamond Transformative Brilliance, a gentle cream with Sirtivity-LP. A cream that visibly reverses the signs of aging after just 14 days,” says Anne Troussicot.

This new product, which will become part of Estée Lauder’s premium Re-Nutriv range, will be sold in the selective network for around 350 euros. The Sirtivity-LP technology will later be incorporated into other products, especially in the brand’s makeup segment.

In parallel with the launch of this product, Estée Lauder has created a group of longevity experts from various disciplines. Its members, including Estée Lauder scientists and external experts, will become the brand’s media spokespersons on longevity. Estée Lauder has also announced its support of the Stanford Center on Longevity, an interdisciplinary research center at Stanford University in California. The brand will be the first financial contributor to the center’s new program on aesthetics and culture.

Present in 80 countries and territories, Estée Lauder is the historical brand of the Estée Lauder group and one of its emblematic brands. But Estée Lauder isn’t the only brand focusing on longevity: Clarins and Beiersdorf also conduct studies on the topic.

The launch of this platform comes at a time when the financial results of the Estée Lauder group, whose portfolio includes the brands MAC, Clinique and La Mer, are in decline. In the first quarter of its 2024 financial year, the group suffered a 10% drop in sales, to $3.52 billion (€3.2 billion). Estée Lauder attributes these results to “expected pressure on the travel retail business in Asia, as well as increasing headwinds arising from a slower-than-expected recovery in prestige products in mainland China.”