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SeeMe Beauty by P&G Targets Women Over 50

A skin care brand aimed at a powerful, but neglected demographic.

Procter & Gamble executives say women over 50 is a powerful demographic that is often neglected by marketers. The company's SeeMe Beauty aims to change that narrative. According to P&G, SeeMe's target audience includes 75 million women who control nearly 70% of disposable income and account for 50% of consumer product purchases. Yet, this group is targeted by only 5% of media. In fact, according to AARP, 40% of Gen X and 53% of Baby Boomers feel ignored by mainstream beauty com-panies. 

P&G researchers note that as women get older, they experience a number of skin problems as a result of declining levels of estrogen, which is often associated with perimenopause and menopause. These issues include excessive dryness, sagging, dullness, lack of radiance, and the chance for longer-lasting blemishes.

SeeMe Beauty formulas were created by women for women and are said to contain ingredients from nature selected for their effectiveness on estrogen-depleted skin. Procter & Gamble says SeeMe Beauty formulas were designed to reduce inflammation, retain more moisture, increase cellular energy, enhance firmness and reduce damage from free radicals. Ingredients in SeeMe include artichoke leaf extract, avocado oil, dill extract and turmeric to target the impact these events have on skin.

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