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Premium Beauty Companies Are Not Doing Enough To Attract Older Females

February 25, 2014: 12:00 AM EST
Premium beauty market consultant Imogen Matthews says the older female beauty market in the U.K. remains largely untapped by beauty  product companies. Women over 45 account for £1.9 billion ($3.2 billion) worth of product sales in cosmetics and toiletries, particularly skin care, body care and hand care. About half of all sales of those products are to older consumers, “and yet, there doesn’t seem to be an awful lot of targeting by the brands and the retailers toward this group”, she says. Ads and store displays feature younger women, which is a turn-off for the 45+ market. The secrets of success include some relatively small changes: ensuring that older women can talk peer-to-peer with sales people, and having a chair available when a customer speaks to a consultant.
Imogen Matthews , "Tapping Into the Potential of Older Beauty Consumers", GCI Magazine, February 25, 2014, © Allured Business Media
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