Trend Alert: 20-Something Targeted Skincare For Confused & Busy Women

A generation of young women are often left bewildered when shopping for skincare. When you’re in your teens you know exactly what products are targeted at you and what you need to shop for: blemish control and brightly coloured bottles are top of the list. When you reach your thirties and forties those fine lines start to set in, so we rush out to stock up on all the anti-ageing promises we can find to keep wrinkles at bay. However, between these two milestones there’s a huge number of women not really knowing to shop for but knowing what they want to achieve – radiant, healthy looking skin that’s hydrated and smooth. I can remember my twenties well and the fear of shopping for face products; I knew a fraction of what I do know, so I used to head for whatever was on offer and hope for the best. I didn’t regularly start using a moisturiser until I started this site and became more and more educated as to how important a great skincare routine is; prevention is better than cure and looking after your skin in your earlier decades will pay dividends in your latter ones. However, there’s a definite trend emerging for skincare that’s targeted to these ‘lost years’, offering busy women a solution and cutting through the noise of anti-ageing creams they know they’re not quite ready for.

In a market that’s constantly demanding innovation and efficacy, it’s no surprise that this emerging category is set to be bursting at the seams before the year is out. Research by Boots identifies this generation of young women as incredibly busy, but still putting their health and wellbeing at the forefront of their agenda: “Looking after their mind and body has never been more important, however anti-ageing is not yet a concern for them.” With the trend for green juices, spin classes, gluten free diets and soya lattes only growing, it makes sense that this generation of women want to look after their skin in the same way as they do their bodies. This week sees the launch of No7’s new Early Defence Skincare range (consisting of say, night and eye creams,) which works as a ‘stepping stone’ to help in the transition from everyday skincare to proactively delaying the signs of ageing.

Targeted at 20-35 year old women, the range offers No7’s most effective daily protection technology against UVA and environmental stress that can play havoc with our skin. Dr Mike Bell, Skincare Scientific Advisor for Boots, says: “With Double Defence technology we have created a powerful and broad-spectrum antioxidant complex which has been designed to neutralise damaging free radicals that cause the skin oxidative stress, helping you to keep your skin looking younger for longer.” The formula contains ginseng, mulberry, vitamin C and E, as well as rice peptides to look after our skin for longer. There’s no anti-ageing claims, no overly complex formula – just a great moisturiser that will help nourish and protect skin while women go about their daily business.

Similarly, L’Occitane have just launched their very own affordable skincare range that’s aimed at the needs of 20-something women looking for great products that provide the results they want. ‘Pivoine Sublime‘ is formulated using an extract of the Peony flower to help correct complexion and texture irregularities, focusing on the reduction in pore appearance and evening out any discolouration – rather than concentrating on the fullness of skin or fine lines. The range includes a beautiful Skin Perfector which helps to brighten the skin and reflect light for a healthy glow, a delicious Perfecting Cream to hydrate and add radiance, as well as a lightweight CC Cream to offer SPF20 protection while evening skin tone. It’s clear that there’s a move away from promising dramatic results, with L’Occitane delivering luminous skin and products that are a pleasure to use; for many women there’s no need to over-complicate it, because that’s just not what they need.

Furthermore, La Roche Posay have developed a range that’s perfect for the needs of the 20-something woman. Although specifically targeted at sensitive skin (thanks to the elimination of any ‘nasties’ that could cause irritation,) the focus of Toleraine Ultra is simply hydration. There is no fragrance, parabens, colourant or alcohol, just a simple formula that’s  enriched with glycerine, shea butter and thermal spring water.  This minimal approach is really quite refreshing, helping to simplify purchasing decisions and ensure we’re not overloading our skin with too much product and doing more harm than good. The products are a pleasure to use, but most importantly get women into the routine of applying an eye cream, face serum and moisturiser – a great habit to have as you start to hit the ‘anti-ageing’ years.

I’ve been expecting this shift for some years, so it’s great to see brands waking up and realising there’s a whole generation that are missing out on skincare that’s been developed specifically for their needs. They may not want to stock up on Simple, Olay or Nivea, opting for something a little more targeted and aspirational that looks as good on their bathroom shelf as it makes them feel. I’ve no doubt this is a growing market and we’re set to see a huge amount of skincare launch from well-known brands identifying this whole untapped income source… I may be on the search for those first anti-ageing creams, but it’s nice to know there are products I can use on a daily basis that keep it simple.

Does this emerging category sound perfect for your needs? Did you struggle in your 20’s picking up products and knowing what to buy? I’d love to know your thoughts.

The No7 Early Defence range is in store now, priced £13.50-£19.50. L’Occitane’s Pivoine Sublime range is in store, not yet online, priced from £14.00. La Roche Posay starts from 17.50. 

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  1. Anonymous
    April 13, 2015 / 8:46 am

    Great post, I'm in my 30's now, and am definitely targeting some fine lines and general anti ageing but thinking back, it's definitely an in between stage that a lot of cosmetic companies could capitalise on. There's a real gap in the market.

    • London Beauty Queen
      April 13, 2015 / 6:42 pm

      Totally – it's really confusing and overwhelming if you're not sure what to look for. It's not obvious what products are designed for you if you're not yet ready for anti-ageing.

  2. Anonymous
    April 13, 2015 / 10:46 am

    I'm looking for any recommendations for a day cream with SPF? I'm mid twenties with combination skin (oily/normal), most products seem to be aimed at the 'older' market.

    • London Beauty Queen
      April 13, 2015 / 11:03 am

      How about the three above?!

    • Anonymous
      April 13, 2015 / 11:45 am

      Didn't see much info on the products SPF in the write up but I'll look into them further. Thanks

    • London Beauty Queen
      April 13, 2015 / 2:10 pm

      Both the Boots & L'Occitane have been specifically developed to protect against sun damage – maybe give it a re-read.

  3. Kiss & Make-up
    April 13, 2015 / 11:26 am

    Yep, I belong to the 20-something confused & bust category lol 🙂 I'm also a fan of La Roche Posay's Toleriane range.

  4. Lily Lipstick
    April 13, 2015 / 8:15 pm

    Love this post – it is confusing to know what I should be using and there's so much marketing and hype around products! I love La Roche Posay. x LilyLipstick

  5. glenka
    April 14, 2015 / 8:30 pm

    It's so confusing to know what to use on your skin, I am 36 and still find it mind boggling to work out what products would be best. there are so many different brands all promising different results it is hard to know where to start.

    • London Beauty Queen
      April 16, 2015 / 3:28 pm

      I would definitely say at 36 you want to start looking at the anti-ageing category – just to replenish the lost nutrients and collagen that decrease as we age. If you don't want anything too fancy, opt for a serum and moisturiser with SPF. Brand like L'Occitane, No7, Melvita, Caudalie and Murad are all fab and have specifically designed categories!

    • glenka
      April 16, 2015 / 8:36 pm

      Thank you for your reply, I shall definitely check out the ranges you have mentioned.

  6. beauty visions
    April 16, 2015 / 11:48 am

    This has been the most helpful skincare post I've read recently! I don't need a moisturizer that claims to do a million things for you so I'll definitely check out L'Occitane. I'll look out for the La Roche Posay serum once I'm out of the Vichy serum that I'm currently using. xbeauty visions

    • London Beauty Queen
      April 16, 2015 / 3:29 pm

      Glad it was helpful! As long as you've got SPF in there you're pretty good, so just make sure your moisturiser has that. It can be so confusing otherwise!

  7. Anonymous
    April 21, 2015 / 12:07 am

    I'm in my 20's and although I don't struggle with knowing what to buy, it is very hard to find what I need. Most of the time I actually opt for brands aimed at teens because there isn't anything really aimed at someone my age. I can't wait to try the L'Occitane range though and really hope I see the new La Roche Posay goodies at my local pharmacy along with the rest of their stuff that I love.

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