Only one in ten women over the age of 45 are worried about getting old and they are also the wealthiest and most spendthrift, according to a new report by healthcare experts, IM Associates.
This is the second report by the research group and it covers the beauty buying habits of older women and the opportunities for brands and retailers to target this growing sector of the market.
Imogen Matthews, Founder and MD, Imogen Matthews Associates, the company behind the report said: “It’s not often that there’s an opportunity to steal serious share in any target market, especially one as established and as big as this one.”
Currently in the UK people over 50 account for one third of the population.
The study also backed up previous reports that the over 45s are one of the biggest users of social media, making this a key way of accessing the market.
“Today, only a handful of brands dominate the purchasing preferences of the over 45s,” claims the report.
“There’s a massive opportunity for new and existing brands to enjoy a share of the billions of pounds that they spend each year on beauty products.
we help to shatter the illusions that have prevented many brands from attracting this age group and uncover the secrets to becoming more engaging.”
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US model and Keeping up with the Kardashians star, Kendall Jenner has fronted her first digital campaign for EstéeLauder since signing for the American beauty giant last November.
nStyle magazine unveiled its best beauty buys for 2015 at a ceremony at London’s Ham Yard Hotel.
Honouring 105 products, the Awards, in association with John Lewis, span make-up, skincare, body care and hair care.
The winners of the editor’s choice awards were: Diorskin Star Fluid Foundation in the make-up category, SkinCeuticals Resveratrol in the skin care category, Charles Worthington Salon at Home Root Concealer in the hair category and Balance Me Super Toning Body Polish in the body category.
The winners were judged by a panel of 105 industry experts that included Percy & Reed creators, Paul Percival and Adam Reed, Liz Earle, Mary Greenwell, Philip Kingsley and Nicola Joss.
“InStyle’s Best Beauty Buys are a highlight of the beauty calendar, revealing the go-to products used by the most talented industry insiders,” said InStyle editor Charlotte Moore.
“For beauty fans, it’s the ultimate guide to the dream beauty buys of the year.”
Other notable winners were; Sisley for best suncare line, L’Oreal Paris Elnett Satin for best hairspray, Mac for best lipstick range, Tom Ford for best cult fragrance, Lancome Bi-Facil for best Make-up remover and the winner of the John Lewis Ultimate Beauty Icon award was Estee Lauder Advanced Night Repair Synchronized Recovery Complex.
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