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Older Women Are Top Buyers Of Cosmetics In UK, Study Reveals

April 15, 2015: 12:00 AM EST
Women older than 45 years account for 58.14 percent of sales of cosmetics in the UK, according to a study by beauty retailer Escentual.com. Data revealed that women from the age of 50 to when they reach the age 70 spend up to ₤43,446, making them, for the first time, the largest age group in terms of spending on cosmetics. Spending on cosmetics by women ages 55 to 64 years increased 5 percent, making this age group the fastest growing. Also, older women tend to buy more expensive beauty products and brands, compared with women in their 20s, the beatuy retailer said. According to analysts, the increase in cosmetics spending by older women has been driven by cosmetics brands' hiring of older women celebrities as brand ambassadors, such as Dame Helen Mirren and actress Jane Fonda.
"Over-50s women are now biggest buyers of beauty products: Rise fuelled by older brand ambassadors including Helen Mirren ", Daily Mail, April 15, 2015, © Associated Newspapers Ltd
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