As noted by Mintel, market research firm, in its recent blog, the popular American magazine marketed at women has made the move “in a bid to change the way growing older is discussed”.
It comes at a time when many beauty brands have been redefining the trend for themselves, choosing terminology on the idea of protection of the skin and wellness over that of ageing.
Indeed, the move is savvy in terms of responding to consumer preference: Mintel’s Mature Beauty UK 2015 report showed that nearly a third of women do not like being reminded of ageing when looking for beauty products.
When segmented for age, although this figure lessens in older consumer groups, it remains at a sizeable 25% of the over-55s.
“Brands such as Dove Beauty and L’Oréal have attempted to reposition products for older women by using terminology such as ‘Pro-Age’ and ‘Age Perfect’,” the firm observes, “however, removing the term ‘ageing’ altogether could be a more effective way to communicate with older audiences.”
Representation and positivity
Much has been made in the recent period of the new trends in beauty marketing and retail that are being seen thanks to the rise of social media and the interne more generally.
However, these trends tend to pertain mainly to younger consumers, being particularly driven by groups like millennials and generation Z.
This emphasis risks overlooking the increasingly lucrative consumer groups of older generations, as we continue to see populations ageing in the West.
The renewed focus on getting the marketing messages right when it comes to communicating with older consumers looks set to redress this to some degree.
Rejecting the anti-ageing narrative
Indeed, elsewhere in the industry, moves are being made to promote beauty for older consumers.
“The beauty industry assumes we are all engaged in an anti-ageing battle,” she said. “I am determined to change this.”