How to sell mature beauty


Why it’s more important than ever to respect your mature beauty customers

Founder and MD of consultancy Taylor Made Beauty, Nikki Taylor, discusses the shift in attitude required from beauty brands catering for mature shoppers...

In my lifetime the face of the beauty industry has changed dramatically. Less than two generations ago, a girl’s first foray into the world of cosmetics was often influenced by what her mother used and wore. More significantly, consumers were loyal to their beauty brands for decades. I have vivid memories of a Yardley Moisturiser, Max Factor Crème Puff and a Rimmel Lipstick being used by both my mother and nana.


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