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Mature Beauty - UK - December 2015

Mature Beauty - UK - December 2015

“As life expectancy increases, the definition of ‘old’ is ever changing and marketers are slowly catching on to this. Recent years have seen the use of older models in advertising, whilst NPD sees a number of niche brands targeting the specific needs of older women. However in-store environments are yet to catch up, with older women feeling under-represented by sales assistants and having trouble reading text on-pack and on-shelf.”

– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

Older doesn’t mean different
Bringing sexy back
It’s not all about anti-ageing


What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Changing perceptions
Celebrating age and beauty
Figure 1: Space.NK timeless beauty campaign, 2015
Beyond anti-ageing
Figure 2: White Hot Hair product range, 2015
Motivations to look good show little change
Figure 3: Attitudes towards beauty and appearance with high agreement in over-65s, by age, September 2015
Shopping experience can be optimised
Figure 4: Shopping for beauty products, selected statements by age, September 2015
Skincare routine becomes a bigger focus with age
Figure 5: Spending more time on beauty routines in the past 5 years by age, September 2015
High interest in trends that drive health
Figure 6: Interest in trying face beauty trends amongst those who have not already tried them, by age, September 2015
Ageing is acceptable at 55
Figure 7: Attitudes related to the signs of ageing, by selected age groups, September 2015
What we think
ISSUES & INSIGHTS
Older doesn’t mean different
Bringing sexy back
It’s not all about anti-ageing
THE MARKET
What you need to know
New rules of ageing
Changing lifestyles
It’s not all about anti-ageing
Market drivers
Ageing population driving pro-age trend
Figure 8: Trends in the age structure of women over 35 in the UK, 2010-20
New rules of ageing
Figure 9: Personal ownership of consumer technology products, June 2015
Figure 10: Women’s attitudes towards ageing, by age, July 2015
Rising age of motherhood
Re-entering the single status
Figure 11: Number of selected STI diagnoses amongst women aged 35+ the UK, 2012-13
The mature pound
Figure 12: Percentage of buyers who are women over 45 in selected beauty categories, 2014 and 2015
KEY PLAYERS
What you need to know
Celebrating age and beauty
Promoting an end-to-end brand experience
Targeting mature consumers with social media
Brand communication and promotion
Timeless beauties in advertising
Figure 13: Older women in fashion and beauty advertising, 2013-14
Figure 14: Space.NK timeless beauty campaign, 2015
Celebrating age outside beauty
Figure 15: Selfridges bright old things, 2015
Little in end-to-end communication
Figure 16: Dove campaign using older models, 2005
Being social
Launch activity and innovation
Embracing age
Figure 17: White Hot Hair product range, 2015
Figure 18: Look Fabulous Forever make-up range, 2015
Menopausal skincare
Figure 19: Menopausal skincare brands, 2014-15
THE CONSUMER
What you need to know
Older women have the same motivations
Health and beauty are closely associated
Mature ladies show confidence
In-store environments can be optimised for older shoppers
More advice for older women
Catering trends for mature needs
Attitudes towards beauty and appearance
Confidence through appearance
Figure 20: Attitudes towards beauty and appearance, September 2015
Being attractive is for oneself
Motivations are largely the same for older women
Figure 21: Attitudes towards beauty and appearance with high agreement in over-65s, by age, September 2015
Health and appearance
Older women enjoy compliments
Bringing sexy back
Figure 22: Attitudes towards beauty and appearance with low agreement in over-65s, by age, September 2015
Purchase of beauty products
Beauty products for older women are overpriced
Figure 23: Shopping for beauty products, September 2015
35-44s enjoy beauty shopping
Figure 24: Shopping for beauty products, statements related to trying new products by age, September 2015
A little help with brand conversation
Shopping can be made easier
Figure 25: Shopping for beauty products, selected negative statements by age, September 2015
In-store environments cater for younger women
Figure 26: Shopping for beauty products, statements relating to age representation, September 2015
In-store environment important to older shoppers
Figure 27: Shopping for beauty products, selected statements by age, September 2015
Changes to beauty habits
The growing influence of the internet
Figure 28: Changes to beauty activities in the past 5 years, September 2015
More women are looking for natural ingredients
Opportunities for greater advice on how to change make-up shades
Figure 29: Changes to beauty activities relating to buying/using products in the past 5 years (doing more), by age, September 2015
Older women are not buying more prestige products
Haircare advice is sought more than skincare advice
Experience is not translating into advice
Figure 30: Changes to beauty activities relating to seeking/giving advice in the past 5 years (doing more), by age, September 2015
Younger women are spending longer on beauty regimes
Figure 31: Changes in beauty routines in the past 5 years, September 2015
Skincare routines is a focus for older women
Figure 32: Spending more time on beauty routines in the past 5 years by age, September 2015
Interest in beauty trends
Nail art is the most popular trend
Figure 33: Interest in beauty trends, September 2015
Older women are interested in contouring
Multi-masking opportunities for older skin
Figure 34: Interest in trying face beauty trends amongst those who have not already tried them, by age, September 2015
Interest in hair trends that mask grey
Figure 35: Interest in trying hair beauty trends amongst those who have not already tried them, by age, September 2015
Art trends
Figure 36: Interest in trying art beauty trends amongst those who know have not already tried them, by age, September 2015
Raise awareness
Figure 37: Agreement with the statement “I don’t know what this beauty trend is”, by beauty trend and age, September 2015
Attitudes towards ageing and appearance
Forever young
Figure 38: Selected attitudes towards ageing and appearance amongst 16-24s, September 2015
Ageing is acceptable at 55
Figure 39: Attitudes related to the signs of ageing, by selected age groups, September 2015
Age specific is more than anti-ageing
Figure 40: Attitudes related to looking for beauty products, 16-24s vs over-65s, September 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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