Mintel estimates that the over 55s spend in the region of £614 million on haircare, skincare and colour cosmetics. This is the equivalent to £35 per person in 2009. However, innovation in products that target more than the beauty-related age concerns of this demographic could substantially grow this spend.
Mature beauty is an emerging market, yet despite a raft of innovation in anti-ageing products, most cosmetics and toiletries companies tend to overlook the needs of the over 55s. Far from giving up, older people today live longer, work longer and have a desire to maintain their health and youthful looks, with cosmetics and toiletries playing an important role. Beauty and grooming needs change over the age of 55 and represent an opportunity for brands to launch targeted products, and not just within the area of anti-ageing.
Mintel estimates that the over 55s spend in the region of £614 million on haircare, skincare and colour cosmetics. This is the equivalent to £35 per person in 2009. However, innovation in products that target more than the beauty-related age concerns of this demographic could substantially grow this spend.
Mature beauty is an emerging market, yet despite a raft of innovation in anti-ageing products, most cosmetics and toiletries companies tend to overlook the needs of the over 55s. Far from giving up, older people today live longer, work longer and have a desire to maintain their health and youthful looks, with cosmetics and toiletries playing an important role. Beauty and grooming needs change over the age of 55 and represent an opportunity for brands to launch targeted products, and not just within the area of anti-ageing.
Anti-ageing remains the key focus but other opportunities exist
Pressure from the media to keep looking young
Use of younger models by beauty brands to target older people
How grooming needs change with age
Need for packaging that older people can read and open.
For most women, make-up is an essential beauty requirement, especially lipstick and mascara. Few would give up these items when times get tough, ensuring good sales of the category, even in the current uncertain climate, with sales at £1.2 billion.
Fashion, not celebrity, is a key driver within the make-up market, ensuring a constant flow of new product and shade launches.
Yet most women are relatively unadventurous – more than half stick to the products and shades they know suit them best.
Mintel estimates that the over 55s spend in the region of £614 million on haircare, skincare and colour cosmetics. This is the equivalent to £35 per person in 2009. However, innovation in products that target more than the beauty-related age concerns of this demographic could substantially grow this spend.
