Mature consumers represent golden opportunity

Mature stars such as Charlotte Rampling and Helen Mirren are increasingly the face of major cosmetics campaigns

NARS has been applauded for embracing the use of a mature spokeswoman, Charlotte Rampling, 68, as the face of its new Audacious Lipstick range

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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