ILDIKO SZALAI
Beauty and Personal Care, Euromonitor International

Abstract

A range of socioeconomic indicators, including growth in the population and stable disposable income, highlight the growth opportunities that the over 60-year-old consumer group offers beauty product manufacturers. The key to successful strategies targeting this mature consumer base remain the identification of concerns and beauty habits and the development of a segmented portfolio. Euromonitor International’s survey data, collected in 2015, maps out beauty regimes, product usage frequency and path-to-purchase factors by age group, aiding the development of targeted solutions for senior consumers.

HEALTHY APPEARANCE TAKES PRIORITY OVER ANTI-AGING FOR OVER 60s

Both in skin and hair care the most desired functional benefits ensuring healthy looks, such as hydrated skin and healthy, dandruff-free scalp, significantly outweigh anti-aging claims. While 63% of Euromonitor International’s Beauty Survey respondents over 60-years-old selected moisturising/hydrating as the most desired product feature in their skin care products, only 38% of them sought out anti-aging claims. Wrinkle prevention and wrinkle minimising properties do not even make the top five priority features for this age group and in hair care, grey hair camouflaging was selected by less than one fifth on the respondents.

Beauty product ranges targeting the over 60s consumer base have to focus on offering to aid healthy appearance at all life stages rather than to turn time back. Additionally, the claims have to be specific about any skin concern they are targeting, e.g. lifting/firming or texture improving, to align with the still reigning personalisation trend in beauty.

PRE-PLANNED PURCHASES SUSTAIN ESTABLISHED GROOMING ROUTINES

Purcha ...