The cosmetics market for seniors is massive in size and expanding continuously. Overall, the rapid growth of the anti-aging industry provides strong foundation for the development of the silver beauty market.According to estimates by KPMG and Sinohealth, the market size of China's anti-aging industry is approximately 0.6 trillion RMB in 2024, accounting for 9% of the Silver Economy. This is expected to grow to 4.6 trillion RMB by 2035, with its contribution rising to 15%.It’s further noted that within the industry, skin health represents one of the key potential areas, and skincare products, as the primary carrier for achieving anti-aging and a core category within cosmetics, demonstrated robust consumer demand and growth potential.

More than 70% of senior consumers focus on facial cosmetic products, followed by lip products which accounts for approximately 51.7%. On Tmall and Taobao platform, the GMV for skincare category reached 28.935 billion RMB in 2023 to 2024 period, YOY increase of 34.7%, and penetration rate of 48.2%.

Although there’re already products available in the market satisfying senior consumer’s needs on anti-aging and spot correction, targeted marketing and promotion efforts for this demographic remain insufficient. On the other hand, the senior consumers are showing enthusiasm in social media interaction around multi-function beauty products that enhance the convenience of senior life, as well as delicate beauty products matching their physiological characteristics, reflecting a strong demand for targeted information dissemination and interaction. This mismatch highlights a critical pain point in precise marketing and promotion in the current silver generation cosmetics market.