Table of Contents
Executive Summary
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- The issues
- Mature beauty consumers are less invested in skills, experimentation, brands
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- Figure 1: Skill level, experimentation, and brand selection, by women aged 18+ and mature women, August 2017
- Mature women less likely to be expanding their involvement in the category
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- Figure 2: More time on select beauty routine relative to a year ago, by women aged 18+ and mature women, August 2017
- Mature beauty users take traditional approach to the category
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- Figure 3: Researching beauty products, by women aged 18+ and mature women, August 2017
- The opportunities
- Opportunity lies with engaged Boomers, affluent users, and enthusiasts
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- Figure 4: More time on select beauty routine relative to a year ago, by mature women, Baby Boomers, Beauty Enthusiasts and household income, August 2017
- Mature women eager for age-specific products and brands
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- Figure 5: Attitudes toward gray hair, addressing aging, age-specific beauty products, by women aged 18+, mature women, Baby Boomers, Beauty Enthusiasts, and household income, August 2017
- Offering samples, meeting specific needs are ways to engage mature women
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- Figure 6: Purchase drivers, by women aged 18+, mature women, Baby Boomers, and Beauty Enthusiasts, August 2017
- What it means
The Market – What You Need to Know
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- 70% of sales in $37.5 billion market in three largest segments
- Women aged 55+ to account for 32% of female population by 2022
- Baby Boomer women are engaged beauty consumers
- Demographics, legacies, and attitudes shaping Boomer profile
Beauty Market Review
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- Makeup, haircare, and skincare together comprise 70% of beauty sales
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- Figure 7: Share of total US retail sales of beauty products, by segment, at current prices, 2017*
- Color cosmetics, largest and fastest growing segment
- Haircare is growing, while hair color stagnates
- Facial skincare shows modest growth, but has potential with mature women
- Mature women less engaged in smaller segments
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- Figure 8: Total US retail sales of beauty products, by segment, at current prices, 2015 and 2017*
Beauty Consumer Segments
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- Mature women comprise three beauty segments
- Beauty Enthusiasts are the most avid, engaged consumers
- Occasional Beauty consumers comprise largest segment
- Basic Beauty consumers tend to be older, less affluent
Who Is the Mature Consumer?
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- Women aged 55+ comprise a growing share of female population
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- Figure 9: Female population, by age, 2012-22
- Aging Baby Boomer population underpins mature beauty consumer base
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- Figure 10: US Population by generation and gender, 2017
- Key factors and attitudes shaping the Baby Boomer population
- Boomers, despite high levels of disposable income, may feel financially insecure
- Boomers still working, shaping beauty needs
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- Figure 11: Median household income, by age of householder, 2015
- Boomers, predominantly White, may still value diversity and anti-establishment legacy
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- Figure 12: Population by Hispanic origin and generation, 2017
- Boomers feel unrepresented, and want products specifically for them
- Health and wellness are central concerns to Baby Boomers
Key Initiatives – What You Need to Know
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- Natural and clinical claims drive growth in skincare
- K-beauty products have anti-aging focus
- Cosmetics that simplify routines appeal to mature women
- Need for inclusiveness in marketing and retail environment
- Looking forward: mature women as influencers, brand headliners
- Potential for beauty from within products with older users
What’s In?
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- Brands expand upper-tier and prestige offerings
- Natural and dermatologist-developed products are trending
- Korean beauty (K-beauty) products focus on mature skin
- Cosmetics with anti-aging and step-saving properties
What’s Out?
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- Mature women can feel left out
- Limited presence of older women on runways and marketing campaigns
What’s Next?
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- Put a positive spin on aging
- Allures’ anti-anti-aging campaign
- Brands created by mature women and celebrities
- Future influence of vloggers, especially for Beauty Enthusiasts
- Beauty from within for Boomers
The Consumer – What You Need to Know
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- Mature women less engaged in beauty category
- Beauty routine highlights mature women’s investment in skincare
- Women value brands addressing aging and age-specific products
- Concerns about cost and youth-focused stores are prevalent
- Free samples, specific needs drive interest in new products
Skills, Experimentation, and Types of Brands Used
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- Mature women more likely to report basic skills
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- Figure 13: Skill level, by women aged 18+ and mature women, August 2017
- Age also at play, Baby Boomers more likely to have advanced skills
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- Figure 14: Skill level of women aged 55+, by generation, August 2017
- Affluent women tend to have higher level of skills
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- Figure 15: Skill level of women aged 55+, by household income, August 2017
- Mature women less likely than younger women to experiment
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- Figure 16: Willingness to experiment, by women aged 18+ and mature women, August 2017
- Baby Boomers and affluent women more open to experimenting
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- Figure 17: Willingness to experiment among women aged 55+, by generation, August 2017
- Mature women favor mass brands, but often use a combination
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- Figure 18: Brand type usage, by women aged 18+ and mature women, August 2017
- Baby Boomers often seek a combination of brands, buy natural
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- Figure 19: Brand type usage among women aged 55+, by generation, August 2017
- Affluent mature women key to luxury brands
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- Figure 20: Brand type usage among women aged 55+, by household income, August 2017
Beauty Routines
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- Mature women spending more time on skincare
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- Figure 21: Beauty routine, women aged 55+, August 2017
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- Figure 22: Beauty routine, women aged 18+, August 2017
- Baby Boomers most likely to be investing time on beauty
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- Figure 23: Beauty routine among women aged 55+ – more responses, by generation, August 2017
- Affluent more engaged with skincare, professional services
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- Figure 24: Select beauty routine among women aged 55+ - More responses, by household income, August 2017
- Enthusiasts engaged in a range of beauty-related activities
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- Figure 25: Select beauty routine among women aged 55+ - more responses, by beauty segments, August 2017
Attitudes toward Aging
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- Mature women embracing signs of aging
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- Figure 26: Attitudes toward gray hair, by women aged 18+ and women aged 55+, August 2017
- Women want brands to relate to them
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- Figure 27: Attitudes toward beauty brands and aging, by women aged 18+ and mature women, August 2017
- Mature women seek age-specific products
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- Figure 28: Attitudes toward age-specific beauty products, by women aged 18+ and mature women, August 2017
- Mature women are embracing age, instead of fighting it
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- Figure 29: Attitudes toward the signs of aging, by women aged 18+ and mature women, August 2017
- Boomers more likely to resist gray hair, seek age-specific products
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- Figure 30: Attitudes toward gray hair, age-specific beauty products and brands among women aged 55+, by generation, August 2017
- Beauty Enthusiasts want to fight aging but also want age-specific products
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- Figure 31: Attitudes toward aging and age-specific beauty products and brands among women aged 55+, by beauty segments, August 2017
Shopping for Beauty Products
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- Concerns about value and youth-focused stores could be barriers
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- Figure 32: Shopping for beauty products, by women aged 18+ and mature women, August 2017
- Baby Boomers change their routine
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- Figure 33: Changing products and brands among women aged 55+, by generation, August 2017
- Beauty Enthusiasts willing to switch it up
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- Figure 34: Changing products and brands among women aged 55+, by beauty segments, August 2017
Researching Beauty Products
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- Mature women less likely to shop online, use apps
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- Figure 35: Researching beauty products, by women aged 18+ and women aged 55+, August 2017
- Boomers more willing to test and research products
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- Figure 36: Testing and research beauty products among women aged 55+, by generation, August 2017
- Enthusiasts test and research products
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- Figure 37: Testing and researching beauty products among women aged 55+, by beauty segments, August 2017
Purchase Drivers
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- Traditional methods induce trial
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- Figure 38: Purchase drivers, by women aged 18+ and mature women, August 2017
- Combination of need-based products and samples reach mature women
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- Figure 39: TURF analysis – Purchase drivers, August 2017
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- Figure 40: TURF analysis table – Purchase drivers, August 2017
- Methodology
- Boomers over index for range of factors motivating new product usage
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- Figure 41: Purchase drivers among women aged 55+, by generation, August 2017
- Enthusiasts open to range of purchase drivers
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- Figure 42: Purchase drivers among women aged 55+, by beauty segments, August 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 43: US Population aged 18+, by generation, 2012-22
- Figure 44: Population by race and generation, 2017
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- Figure 45: Marital status by age, for women, 2017
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