Mintel, market research provider, recently released analyst insights into the trend that suggest, thanks to digital, the move to more diverse and representative beauty is reaching older consumers.
“While Millennials will remain a key group, thanks to their high frequency of use and willingness to experiment, directly targeting a slightly older generation could also be beneficial,” explains the firm’s global beauty analyst, Charlotte Libby.
“Currently, older women’s strong spending power is limited by the frustration of not knowing which products and techniques to use. Hence, they are looking for more information and guidance as their face and skin change."
Attitudes to age are shifting
According to the firm, the anti-ageing trend is one established segment now being influenced by the demand for increasingly inclusive marketing messages and products.
“The population of the western world is ageing, but the attitude of when ‘old’ occurs is moving,” explains Libby.
“Those in their 40s-50s are very active beauty consumers, still in the workplace and with dynamic social lives. Additionally, cosmetic injectables, advancements in skincare and new anti-ageing procedures also mean consumers of this age group often don’t look or feel old.”
Cosmetics joining skin care with age segmentation
Colour cosmetics brands have begun following skin care’s segmentation by age groups, Libby also observes, noting that in 2016, Estée Lauder launched the Estée Edit sub brand to specifically target a Millennial audience.
“While ranges for specific age groups is widespread in facial skincare, and a few base makeup products offer age-related claims, these often target women aged 50+, and the full makeup experience could benefit from similar attention placed on the concerns of those in their 40s,” she explains.