Grupo Boticário’s CMO and 2024 Caboré Marketing Professional of the Year, Renata Gomide, makes her debut at this year’s South by Southwest (SXSW) with the theme: “Beauty 2030: The 4 Trends Redefining the Future of Longevity.” Alongside Carla Buzasi, CEO of WGSN, the executive brought an in-depth discussion to Austin on how brands should address the aging population. According to estimates from the World Health Organization (WHO), by 2050, the global population over 60 years old will exceed 2 billion people, redefining beauty and self-esteem standards.
Close to International Women’s Day and aligned with the company’s positioning, which leads discussions on ageism in beauty and the job market, the panel was also used to publicly announce the launch of the Grupo Boticário Women’s Research Center. This new innovation hub is dedicated to funding and encouraging studies and research on women’s well-being and care at all stages of life—from puberty to menopause and senescence.
“I consider SXSW the global cradle of innovation and creativity, and being present at the event, contributing to these conversations, was a highlight of my career and, undoubtedly, a milestone for deepening Grupo Boticário’s territories and our ability to shed light on such significant issues for society, such as human longevity. Additionally, being able to make a major announcement, like the creation of the Women’s Research Center, in a space with such visibility reinforces our commitments and showcases Brazil’s ability to drive innovation and cutting-edge academic research worldwide,” says Gomide about the experience.
The Future of Longevity for Grupo Boticário and WGSN
The presentation explored how the “Longevity Economy” focuses on living better for longer, extending quality of life and not just lifespan. In this context, the company’s brands are investing in products that promote longevity, democratizing well-being through tools, services, and technological innovation. A testament to Grupo Boticário’s commitment to this mission is its recent achievement of the Age Friendly certification, granted by the Age Friendly Institute and represented in Brazil by Maturi, a company dedicated to the employability, entrepreneurship, and inclusion of professionals aged 50+ in the workforce.
Research conducted by WGSN in partnership with Grupo Boticário identified interconnections between longevity and other parallel segments, demonstrating that the topic goes beyond age and extends to areas such as sustainability, innovation and technology, and diversity, among others. Based on these insights,four macro trends that will impact the beauty and wellness industry by 2030 were identified. The first is personalization by need rather than by age, showing that brands should develop products that address specific skin and body concerns instead of rigidly segmenting them by age. The second trend highlights the impact of climate change, demonstrating that rising global temperatures will drive the need for innovations in beauty.
The discussion also covered accessibility and inclusion, reinforcing that products must be designed to accommodate consumers of all ages and abilities, fostering a more age-inclusive market. Finally, the conversation emphasized beauty for all life stages, with growing demand for products designed for phases such as menopause and perimenopause, reflecting the need for more personalized care solutions throughout the consumer journey.
“From the environment and politics through to society and community, the only constant today is change. At WGSN, we have been analysing behavioural trends related to longevity for many years; today, our predictions for how these trends will evolve and impact us all represent a huge opportunity, not just for brands, but for the kind of world and relationships we aspire to create” adds Carla Buzasi.
The trend report consolidates curated insights from various WGSN studies and is now available exclusively to clients. More details about the Women’s Research Center can be found on Grupo Boticário’s website.
