At the NutraHealthSpan Summit in London, Dr. Sybille Buchwald-Werner presented the results from a new AI-powered consumer insight study conducted across five key European markets: the UK, Germany, France, Italy, and Spain. The study analyzed leading forums and online communities to understand how consumers truly talk about longevity, skin health, and aging. Longevity has moved beyond “anti-aging.”
Across all countries, consumers embraced authentic, natural aging – with health, vitality, and trust at the center of the conversation.
Europe’s Big Five ingredients
Retinol/retinoids, vitamin C, hyaluronic acid, niacinamide, and SPF consistently emerged as the foundation of visible longevity routines across all markets.
One formula, five emotions
While ingredients unify the region, emotional drivers differ notably:
- Germany: prevention, science, structure
- France: elegance and natural beauty
- UK: confidence and fast results
- Italy: radiance, joy, vitality
- Spain: warmth, patience, lightness
These differences highlight the need for country-specific storytelling, despite shared routines.
Holistic beauty is becoming the norm
Consumers increasingly combine topical routines with oral supplements to achieve long-term, measurable results. This trend aligns with industry perspectives shared during the summit.
AI accelerates insight – humans shape meaning
Sybille demonstrated how AI can analyze extensive qualitative data sets in hours, highlighting patterns that manual research would take months to uncover. Yet strategic interpretation, creativity, and cultural nuance remain essential human contributions.
As part of the study, two promotional videos were generated – one fully driven by AI, the other AI-generated but guided by human creative direction. Audience feedback confirmed a clear message: AI delivers speed, while humans provide emotion and authenticity.
Newday is proud to contribute to the evolving conversation around longevity, AI, and consumer-driven innovation.
Please find a summary presentation
here.
Special thanks to Pharma Performance for the collaboration.
