The Inside Scoop

The anti-aging category is huge and here to stay; Boomers have made sure of that, at least for the next few decades. The problem with a market such as anti-aging is the overwhelming desire by consumers to stay young, much like the desire to get or stay thin in the diet category. This is the vulnerability seized upon by Boston Globe'sKay Lazar, who reports on the "buyer beware" nature of this market segment.

While admitting the early science on many anti-aging compounds and finished products is alluring to consumers, wild marketing, especially on the internet, makes too many leaps beyond what large-scale research on these products has or hasn't discovered on their safety and efficacy.

Sure, many anti-aging compounds are in early stages of research, perhaps with only some in vitro or even some in vivo animal trials in support of benefits, but human trials do not happen overnight, and anti-aging consumers are willing to try products based on such potential benefits. The problem, then, really comes down to marketing anti-aging products. Lazar takes the opportunity to criticize regulation of natural products, especially supplements, by calling them weak and blasting the use of overreaching claims. Again, this is similar to outcry against diet product marketing. Lazar suggests consumers aren't adequately protected from such marketing. I tend to agree that "Fountain of Youth" and "miraculous aging cure" have no reputable place in marketing for products that are scientifically backed in anyway. Companies should stick to the benefits or potential benefits revealed via scientific investigation.

That said, this problem doesn't require pre-market approval by FDA, but more claims policing by FTC and others, including industry and consumer watch groups. Then swift action is required against violating marketers. Lazar shows hints of wanting to impose the dug model on anti-aging supplements, a tired suggestion of a tactic that just won't work. Consumers have a right to try potentially beneficial products, provided they are safe. ON that note, I think if consumers want to be on the cutting edge of anti-aging and try the latest ingredients, they must accept some of the risk, as in the products may not work to the desired degree or at all.

Lazar was good to point out a couple anti-aging companies who've seemingly devoted significant scientific resources to investigating the safety and efficacy of their products. There definitely are products out there trying to go the scientific route, yet still not delay too much on getting to market. INSIDER constantly tracks the research on such products and keeps up to date on what's new in the category, from products to marketing.

The key to tilting the odds of success in your favor in any cutting edge market is to be informed, not to have your hand held.

User Comments !

Thanks, Steve, for this article. I am working in this anti-aging arena now and was looking more information on consumers' reactions and market feedback.

Posted by: Shari Hindman | November 25 2008 15:36:58

Sadly, the public is easily deceived by claims made by unsrcupulous marketers of "anti-aging" health & beauty products.

Without a background in the sciences and / or supplement industry, few people know how to sort out fact from fiction.

Posted by: Wayne Wasserman | November 25 2008 18:22:25