For decades, marketers of cosmetics and skin care solutions positioned their products for mature women as being suitable for the 40+ age group. As Baby Boomers aged, marketers began talking to women in the 50+ age group. And as female Baby Boomers have indicated a continued interest in spending money to look their best, more marketers are seeing a niche for women in the next decade – 60+.
David B. Wolfe, head of Wolfe Resources Group, recently told MediaPost that “since 1989, the majority of women in the U.S. have been over the age of 40, and yet through most of that time the cosmetics industry has focused on younger and younger women.” As the number of women over age 40 continues to grow, marketers like Avon are making changes. Later this year, the company will use Jacqueline Bisset to promote its new ANEW Platinum line of skin care products which is designed specifically for consumers over age 60. Avon isn’t alone in targeting this demographic. A quick review of any consumer magazine shows beauty companies vying for the attention of Boomer women by using icons such as Ellen Degeneres and Diane Keaton.
Wolfe notes that using age as the only demographic trait to position beauty products can be difficult to pull off. “There has to be some kind of values that resonate, and it's very hard to predict," he says. The Boomers, after all, are members of the generation that promised never to grow old. But as more 60+ women buy products to help them look their best, marketers have an opportunity to reach out and make them feel important and valued. The strategy should result in increased sales.[Sources: Avon Products. 23 Aug. 2010. Web. 1 Sept. 2010; Mahoney, Sarah. Avon Launches 60-Plus Skincare Line. MarketingDaily. 24 Aug. 2010. Web. 1 Sept. 2010]