Older Women & Beauty

IM Associates is publishing its second report on the beauty buying habits and attitudes of women over 45. Exclusive research for the report helps to shatter the illusions that have prevented many brands from attracting this age group, and uncovers the secrets to becoming more engaging.  

The Beauty Industry may believe it is targeting the older women demographic, but our exclusive research shows that many women aged 45 and over feel that:

• They are not a priority, nor is there any recognition that they use products differently to younger women;
• Product information, advertising and customer service in-store falls short of their needs; and
• Much of the imagery used by beauty brands is disingenuous and insulting

Today, only a handful of brands dominate the purchasing preferences of the over 45s, according to IM Associates.There’s a massive opportunity for new and existing brands to enjoy a share of the billions of pounds that they spend each year on beauty products.

“It’s not often that there’s an opportunity to steal serious share in any target market, especially one as established and as big as this one!” Imogen Matthews, Founder and MD, Imogen Matthews Associates.

7 facts you may not know about the 45 + year old age group:

• People over 50 currently represent nearly a third of the UK population;
• They control nearly 79% of disposable income;
• They are the wealthiest, happiest and most spendthrift of all age groups;
• Most feel younger than their age;
• Far from rejecting technology, they embrace it and are keen users of social media;
• They accept wrinkles as a part of getting older; and
• Only 1 in 10 say they are worried about getting older and only slightly more say they want to look younger.

More info: Imogen Matthews Associates, www.imogenmatthews.co.uk/older-women-the-golden-opportunity/

OLDER WOMEN IN BEAUTY – THE GOLDEN OPPORTUNITY reveals:

What’s changed since we published our first report into the older market in 2012
The role older women play in our society, their attitudes towards spending and why they feel let down by the beauty industry
Their spending power, their usage of beauty products and their attitudes towards them
Why the brands that currently target them are failing to connect with the older market
The products they love and the products they’d love to see
Their attitudes towards shopping for beauty and how to make the shopping experience better
3 niche brands that have successfully penetrated this market, how they did it and the success they’ve achieved

The insights provided in this report have been collected through a combination of 1-2-1 interviews and the results from an exclusive online consumer survey undertaken by IMA.  


OLDER WOMEN – THE GOLDEN OPPORTUNITY is available now: http://www.imogenmatthews.co.uk/older-women-the-golden-opportunity/