Exclusive: Charles Worthington targets Gen X with new menopause range

By Amanda Pauley | Published: 20-Mar-2024

The hair care brand is repositioning this year, launching a menopause-focused range and refreshed campaign imagery in a bid to win over Gen X

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Charles Worthington is launching its first-ever menopause-focused hair care range as it makes a play to be the go-to brand for Gen X.

The UK hair care giant is repositioning itself this year to focus on 45-to-60-year-old women after discovering that this demographic makes up the majority of its customer base.

The demand for a specific menopause-focused hair care collection was also evident in the PZ Cusson-owned business’ financial data too. 

Three of its 11 pre-existing ranges – Volume & Bounce, Moisture Seal and Thicker & Fuller – experienced double-digit growth with its Gen X customers last year as they searched for products that deliver volume, nourishment and thickening properties. 

Hair changes so much through those later stages in life and not everyone necessarily knows that

“Ten years ago we began repositioning Charles Worthington from a salon brand to a consumer-focused range, but this year is really significant for us as we want to be seen more as the ally to Gen X women,” Rachel Austin, Global Head of Brand – Hair Care, at PZ Cussons, told Cosmetics Business.

“It is these consumers in particular who are experiencing a big change in their hair and have found it harder to know which products can deliver the benefits they are looking for. 

“These women are at the peak of their life but feel left behind in the category, but why would brands not be talking to these people who are really invested in beauty?

“So, it is a prime opportunity [for us] to talk to these customers who have a lot of disposable income and become their trusted brand.”

Trust is 30% more important to Gen X than younger generations when it comes to purchasing decisions

Trust is 30% more important to Gen X than younger generations when it comes to purchasing decisions

Trust is key

Charles Worthington’s strategy to authentically target Gen X with a successful pay-off is

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