Media & Advertising
FIT'S BEAUTY THINK TANK REVEALS GLOBAL INSIGHTS ON THE LONGEVITY OF BEAUTY: THE CONSUMER, THE SCIENCE, THE BUSINESS
Today, students from the Fashion Institute of Technology's (FIT) master's degree program in Cosmetics and Fragrance Marketing and Management (CFMM), known as the "Beauty Industry's Think Tank," unveiled global insights on "The Longevity of Beauty," a research study from its 2026 capstone initiative focused on three areas: the longevity consumer, the science of longevity, and the business of longevity. Sponsored by Coty, the research was presented at the college, along with an awards ceremony for
About this update from Coty Inc.
While 65% of beauty buyers already use longevity-supporting products, 58% don't grant beauty a role in longevity. The longevity consumer isn't coming. They're here. NEW YORK, June 25, 2026 /PRNewswire/ -- Today, students from the Fashion Institute of Technology's (FIT) master's degree program in Cosmetics and Fragrance Marketing and Management (CFMM), known as the "Beauty Industry's Think Tank," unveiled global insights on "The Longevity of Beauty," a research study from its 2026 capstone initiative focused on three areas: the longevity consumer, the science of longevity, and the business of longevity. Sponsored by Coty, the research was presented at the college, along with an awards ceremony for graduates and a reception for industry professionals. The findings, delivered to an audience of more than 700 industry executives from leading global beauty brands, draw on three independent online surveys of 1,654 U.S. Beauty consumers, collectively the "Longevity in Beauty Consumer Research Study," conducted in May 2026 as part of FIT's CFMM program. "I always enjoy digging into the students' original primary quantitative consumer research, and their aggregated findings and insights are eye-opening," said Dr. Brooke Carlson , interim dean, School of Graduate Studies. "While beauty industry professionals will gain a deeper understanding of consumers' feelings about longevity as it relates to brands, product claims, and marketing, the findings transcend the consumer by delving into the roles of science and the business of longevity. For me, this research is a wake-up call for any business—not just beauty—to take action or be left behind." "On this, the occasion of the 25th anniversary of CFMM's capstone research, we have chosen a topic with universal appeal to businesses, brands, and consumers alike," said Professor Stephan Kanlian , chair, CFMM, School of Graduate Studies. "This group of global professionals has embraced the opportunity to perform field research in five global markets during their graduate study and to conduct original consumer research for a nuanced understanding of the problems facing today's business leaders." Part One: The Longevity Consumer Redefining Beauty in an Era of Uncertainty Driven by economic instability, information overload, and optimization culture, beauty consumers are trading aspirational shopping for data-backed biological investments. As longevity becomes a defining priority, the research examined how four macro forces—uncertainty, the erosion of the American Dream, cognitive fatigue, and optimization—are reshaping purchasing behaviors. Key findings include: