For the $37.5 billion beauty market, mature beauty users comprising 30% of the female population are a significant consumer base. However, many of their needs and interests are removed from those of trend-focused, digital savvy Millennials and iGen’s. Mature consumers prioritize wellness, natural beauty, and a graceful approach to aging. There are challenges, but also opportunities, in helping mature women look their best while cultivating age-specific brands, products, and marketing approaches.
This report examines the following issues:
Mature beauty consumers are less invested in skills, experimentation, brands Mature women less likely to be expanding their involvement in the category Mature beauty users take traditional approach to the category