Women over the age of 50 – the UK’s most affluent demographic – index higher than the market average when it comes to buying beauty and styling products and spent an astounding £2 billion in 2012.
Increasingly cosmetics and fashion brands are paying attention to age and are using older models to make their brands appear more authentic, yet it’s well documented that women over 55 still feel stereotyped and patronised by the beauty industry.
“Beauty brands need to change their language from anti-ageing to agelessness if they want to resonate with today’s over 55 consumer”
Rosy Parker-Blair, Client Services Director at DECIDE.
DECIDE. works closely with researchers at Durham Business School to understand the emotional triggers that drives purchasing decisions in the over 55’s market.