What you need to know
The senior BPC consumer (aged 55+) shows much the same aspirations as their younger counterparts; they desire to feel confident, attractive and look healthy. However age representation remains an issue, with 39% of over-55s considering it important that a beauty/grooming brand is designed for their age whilst 37% want to see products arranged by age suitability in-store.
In addition, despite the shift in the ageing narrative in advertising campaigns, there remains a lack of pro-age products designed for this demographic, which could be stifling engagement.
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