It’s no secret that women over 40, 50, 60, and on up have been overlooked by mainstream beauty for decades. But recently, brands are launching and data is turning up that show the true potential of these beauty consumers.
Late last year AARP published a study that found “Women ages 50 and older have difficulty finding products tailored to their age….[And,] 70% of women ages 40+ want to see more perimenopausal and menopausal beauty and personal grooming products,” as Senior Research Advisors Colette Thayer and Angela Houghton wrote in their executive summary of the report.
And even before that, Rochelle Weitzner launched a skin care brand called Pause Well-Aging dedicated to science-backed skin care for women in menopause. Her inspiration for the brand came from personal experience: “Not only were there no products targeting the particular effects of menopause on skin," Weitzner told the press in June 2019 when the brand launched, “but,” she added, “no one was even talking about it. For all the noise we make about aging and all the products aimed at anti-aging, it was as if the whole topic of menopause was forbidden.”
Avon adds menopause to its list of consumer education topics
Just last month, Avon published a report called Menopause. Too Little Information.
And in a blog post on avonworldwide.com this week, Gina Ghura, Avon’s Head of Future Innovation explains the inspiration for the new report saying, “By understanding [how menopause affects skin and what women know about menopause], we can not only focus on developing new technologies and innovative solutions to help women feel their best at any stage of their lives, but we can drive change in society.”
“We’ve been doing beauty differently for 135 years,” says Ghura, “and we are perfectly positioned, through our global community of five million Reps, to support women’s emotional experiences by opening up conversations [about menopause].”
The full Avon report shares data, such as 44% of women worldwide were unaware of perimenopause until they started having physiological indications; percentages of women in various countries who experience dry skin, sensitive skin, blotchy skin, and breakouts during menopause; 71% are “glad they won’t have to deal with monthly periods anymore” and 41% “say menopause has made them feel brave and able to take on new challenges.”
Avon’s forthcoming line of skin care products for women in menopause
In this week’s Avon blog post Ghura shares news that “Coming soon is adapt Sync….It’s all about beauty in balance – with these wild hormone fluctuations it can leave us feeling out of balance; so we created the world’s first skincare brand offering holistic solutions for hormonal skin issues.”
The forthcoming product line is premised on Avon’s proprietary aptogen tiliacora. And the company’s Menopause. Too Little Information. report shares more information on the first 3 products that will launch in the Adapt Sync line: Dream Cream (night cream), Icy Cooling Elixir (facial mist), and Hydra Rescue (an “on-the-go” serum).