Mature Beauty - US - November 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Mature beauty consumers are less invested in skills, experimentation, brands
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
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
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
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
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
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
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 
Makeup, haircare, and skincare together comprise 70% of beauty sales
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
Figure 8: Total US retail sales of beauty products, by segment, at current prices, 2015 and 2017*
BEAUTY CONSUMER SEGMENTS
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?
Women aged 55+ comprise a growing share of female population
Figure 9: Female population, by age, 2012-22
Aging Baby Boomer population underpins mature beauty consumer base
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
Figure 11: Median household income, by age of householder, 2015
Boomers, predominantly White, may still value diversity and anti-establishment legacy
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 
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?
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?
Mature women can feel left out
Limited presence of older women on runways and marketing campaigns
WHAT’S NEXT?
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 
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 
Mature women more likely to report basic skills
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
Figure 14: Skill level of women aged 55+, by generation, August 2017
Affluent women tend to have higher level of skills
Figure 15: Skill level of women aged 55+, by household income, August 2017
Mature women less likely than younger women to experiment
Figure 16: Willingness to experiment, by women aged 18+ and mature women, August 2017
Baby Boomers and affluent women more open to experimenting
Figure 17: Willingness to experiment among women aged 55+, by generation, August 2017
Mature women favor mass brands, but often use a combination
Figure 18: Brand type usage, by women aged 18+ and mature women, August 2017
Baby Boomers often seek a combination of brands, buy natural
Figure 19: Brand type usage among women aged 55+, by generation, August 2017
Affluent mature women key to luxury brands
Figure 20: Brand type usage among women aged 55+, by household income, August 2017
BEAUTY ROUTINES
Mature women spending more time on skincare
Figure 21: Beauty routine, women aged 55+, August 2017
Figure 22: Beauty routine, women aged 18+, August 2017
Baby Boomers most likely to be investing time on beauty
Figure 23: Beauty routine among women aged 55+ – more responses, by generation, August 2017
Affluent more engaged with skincare, professional services
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
Figure 25: Select beauty routine among women aged 55+ - more responses, by beauty segments, August 2017
ATTITUDES TOWARD AGING
Mature women embracing signs of aging
Figure 26: Attitudes toward gray hair, by women aged 18+ and women aged 55+, August 2017
Women want brands to relate to them
Figure 27: Attitudes toward beauty brands and aging, by women aged 18+ and mature women, August 2017
Mature women seek age-specific products
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
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
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
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
Concerns about value and youth-focused stores could be barriers
Figure 32: Shopping for beauty products, by women aged 18+ and mature women, August 2017
Baby Boomers change their routine
Figure 33: Changing products and brands among women aged 55+, by generation, August 2017
Beauty Enthusiasts willing to switch it up
Figure 34: Changing products and brands among women aged 55+, by beauty segments, August 2017
RESEARCHING BEAUTY PRODUCTS
Mature women less likely to shop online, use apps
Figure 35: Researching beauty products, by women aged 18+ and women aged 55+, August 2017
Boomers more willing to test and research products
Figure 36: Testing and research beauty products among women aged 55+, by generation, August 2017
Enthusiasts test and research products
Figure 37: Testing and researching beauty products among women aged 55+, by beauty segments, August 2017
PURCHASE DRIVERS
Traditional methods induce trial
Figure 38: Purchase drivers, by women aged 18+ and mature women, August 2017
Combination of need-based products and samples reach mature women
Figure 39: TURF analysis – Purchase drivers, August 2017
Figure 40: TURF analysis table – Purchase drivers, August 2017
Methodology
Boomers over index for range of factors motivating new product usage
Figure 41: Purchase drivers among women aged 55+, by generation, August 2017
Enthusiasts open to range of purchase drivers
Figure 42: Purchase drivers among women aged 55+, by beauty segments, August 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 43: US Population aged 18+, by generation, 2012-22
Figure 44: Population by race and generation, 2017
Figure 45: Marital status by age, for women, 2017