As the overall population of the U.S. continues to gain longevity, consumers demand personal care products that address the signs and symptoms of aging. Everyone gets older, but no one wants to feel or look older.

Adequate nutrition is one of the fundamental pillars of good health. As the body ages, a healthy diet alone may not be enough and those over 50 may need certain supplements, such as vitamins B12, B6 and D and calcium. Also, older adults should consider increasing their intake of antioxidants as research indicates there’s a direct correlation between antioxidants and a longer, healthier life.

Consumers are willing to pay a premium for skin and hair care products that they perceive as high-performance. The term “cosmeceutical” is often used in cosmetic advertising but may be misleading to older consumers.

The quest for the fountain of youth creates an atmosphere ripe for illegal marketing. “Anti-aging” cosmetics that claim to remove wrinkles or cellulite or produce younger skin violate FDA law. These personal care products usually make false claims and are rarely recognized by qualified experts as effective. There are ways to make acceptable claims and marketers need to know how to avoid claims that lead to trouble.

To read this article in its entirety, check out the Healthy aging: Outward vitality – digital magazine.

EAS Consulting Group independent consultant Norma Skolnik has more than 35 years of regulatory experience working with the pharmaceutical, OTC drug, cosmetic and dietary supplement industries. Prior to consulting, she served as director of regulatory affairs for the Americas at Cadbury Adams until her retirement. She also held the positions of director of regulatory affairs for the Adams Division of Pfizer and associate director of regulatory affairs for the Warner-Lambert company.