They are our anti-ageing society’s best kept secret. Largely ignored by advertising and targeted with products that miss the point, older women have not exactly been spoken to in a meaningful and relevant way by the beauty industry. A mistake indeed, since their purses pack a powerful pound. UK Women aged 45+ account for £1.9bn worth of sales in cosmetics, skin care and toiletries (source: Imogen Matthews Associates).
In France, Italy, Spain and the US, consumers aged over 55 account for a quarter of all cosmetics consumption, according to Catherine O’Connor, Senior Analyst at Canadean. “In Germany this is even more pronounced,” says O’Connor: “older consumers account for over a third of beauty product consumption. Over in France, senior consumers show the greatest enthusiasm for cosmetics products compared to other age groups, over-consuming by 2.5% compared to the share of the population that they comprise.”
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