Table of Contents
Executive Summary
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- The market
- The rise of the silver pound
- Seniors buy ethically
- Companies and brands
- Communicating ‘age’ in a new way
- Budget brands are targeting seniors
- The consumer
- Appearance is important to seniors
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- Figure 1: Importance of appearance to over-55s, September 2018
- Looking healthy is a driving motivation
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- Figure 2: Reasons for appearance being important amongst over-55s, September 2018
- Routines are basic…but enjoyment is high
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- Figure 3: Beauty and grooming habits amongst over-55s, September 2018
- Beauty/grooming routines show little change
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- Figure 4: Changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
- Beauty routines are impacted by changing skin/hair needs
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- Figure 5: Reasons for changes in beauty/grooming routines in the last five years amongst over-55s, by changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
- Ease is essential
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- Figure 6: Important factors for a beauty/grooming brand amongst over-55s, September 2018
- Seniors want age representation
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- Figure 7: Important factors in a beauty/grooming brand ambassador amongst over-55s, September 2018
- Boots is considered expert
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- Figure 8: Correspondence analysis for beauty/grooming retailers amongst over-55s, September 2018
- Sampling is essential
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- Figure 9: Important factors when shopping for beauty/grooming products in-store amongst over-55s, by gender, September 2018
- What we think
Issues and Insights
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- Brands are talking the talk, but are they walking the walk?
- The facts
- The implications
- Aspirations of seniors reflect those of Millennials
- The facts
- The implications
- Targeting seniors with technology
- The facts
- The implications
The Market – What You Need to Know
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- An ageing population presents consumer opportunities
- Premium brands can show more diversity
- Seniors show differences in seasonal usage
- Over-55s show price sensitivity
- Advertising should be more health-focused
- Ethical considerations are important
Market Drivers
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- An ageing population
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- Figure 10: Trends in the age structure of the UK population, 2013-23
- Premium brands still catching up on diversity
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- Figure 11: Clarins online tutorial booking page, October 2018
- Product usage is up in spring
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- Figure 12: Beauty and grooming habits amongst over-55s, December 2017 and June 2018
- Over-55s are price sensitive
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- Figure 13: Bargain-hunting behaviours of the over-55s, June 2018
- Seniors want to see advertising promoting healthy lifestyles
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- Figure 14: Factors the over-55s find most engaging in advertising, June 2018
- Over-55s try to buy ethically
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- Figure 15: Attitudes towards ethical beauty and personal care brands, by Millennials (aged 18-37) and over-55s, September 2017
Companies and Brands – What You Need to Know
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- Rise in budget retailer skincare for seniors
- Make-up brands are targeting over-55s
- Little in NPD in haircare and products for men
- Changing the conversation on ageing
- Ageless marketing
Launch Activity and Innovation
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- Budget skincare for the senior market
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- Figure 16: Poundland #6, August 2018
- Age segmentation is still lacking
- Growing make-up brands targeting over-55s
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- Figure 17: Studio 10 publicity, September 2018
- Lack of innovation in haircare
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- Figure 18: White Hot Hair, July 2018
- NPD for men over-55 lags behind
Advertising and Marketing Activity
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- Changing the age conversation
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- Figure 19: Look Fabulous Forever, May 2018
- But is it enough?
- Ageless marketing may resonate
- Using the consumer to sell
The Consumer – What You Need to Know
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- Appearance is important to seniors
- Beauty routines are basic
- Facial and body skincare routines show change
- Ease of use is important
- Age representation is essential
- Boots is considered expert
- Seniors want samples
Attitudes towards Appearance
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- Appearance is important
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- Figure 20: Importance of appearance to over-55s, September 2018
- Over-65s hold appearance at higher priority
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- Figure 21: Agreement with appearance being ‘very important’ amongst over-55s, by age and gender, September 2018
- Looking healthy is the biggest motivator
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- Figure 22: Reasons for appearance being important amongst over-55s, by gender, September 2018
- Women look for a confidence boost
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- Figure 23: Selected reasons for appearance being important amongst women, 16-24s and over-55s, September 2018
- Marketing beauty as fun
Beauty and Grooming Habits
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- Routines are basic…but enjoyment is high
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- Figure 24: Beauty and grooming habits amongst over-55s, September 2018
- Over-55s feel time pressures
- Lifestyle positioning has opportunities amongst 55-64s
- Over-65s are less confident with new trends
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- Figure 25: Agreement with enjoying taking care of appearance and trying new trends amongst over-55s, by age, September 2018
Changes in Beauty/Grooming Routines
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- Beauty routines remain largely unchanged
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- Figure 26: Changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
- Facial and body skincare routines show change
- Women are spending less time on their make-up
- Changing needs drive changes to routines
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- Figure 27: Reasons for changes in beauty/grooming routines in the last five years amongst over-55s, by changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
- Eyesight and dexterity issues impacting time on routines
Important Factors for a Beauty/Grooming Brand
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- Ease of use is most important
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- Figure 28: Important factors for a beauty/grooming brand amongst over-55s, by gender, September 2018
- Women want age segmentation
- Over-55s want to buy ethically
- Proof is important
Important Factors for a Beauty/Grooming Brand Ambassador
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- Age representation is essential
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- Figure 29: Important factors in a beauty/grooming brand ambassador amongst over-55s, by gender, September 2018
- Appearance is less important
- Seniors want to support ethical causes
Attitudes towards Retailers
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- Boots is considered expert but old-fashioned
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- Figure 30: Correspondence analysis for beauty/grooming retailers amongst over-55s, September 2018
- Superdrug doesn’t cater to the over-55s
- Feelunique and Space NK have low associations
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- Figure 31: Perceptions of beauty/grooming retailers amongst over-55s, September 2018
Important Factors when Buying Beauty/Grooming Products In-store
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- Sampling is essential
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- Figure 32: Important factors when shopping for beauty/grooming products in-store amongst over-55s, by gender, September 2018
- Placing products by age
- Offering a helping hand
- Seniors as influencers
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Abbreviations
- Consumer research methodology
- Methodology
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