​Executive Summary

In the modern beauty industry, older women represent an underserved market, often overlooked or marketed to with unrealistic expectations. This white paper examines how the industry often falls short in creating products, advertisements, and marketing strategies that effectively cater to older consumers. It addresses the need for quality over glossy ads, the importance of considering changing skin textures, and the power of nostalgia. Additionally, it discusses the lack of accessibility, including the challenges of purchasing beauty products without being able to sample them first.

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Introduction

The beauty industry has historically focused its efforts on younger demographics, often alienating the older consumer base. As women age, their beauty needs change, and yet the industry continues to rely on outdated marketing strategies and product formulations that do not take into account these evolving needs. Older women are loyal consumers, but the industry fails to recognize the importance of practicality, quality, and trust.

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1. The Need for Quality, Not Hype

The beauty industry spends vast amounts on advertising, marketing, and packaging, but much of this effort is aimed at younger consumers. Older women, however, want quality and practicality. We don’t need glossy magazine ads, billboards, or high-budget TV commercials, we need affordable, effective products. The overwhelming focus on advertising often leads to overpriced products with little value.

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• Actionable Insight: Advertise in spaces where older women spend their time, such as Facebook, YouTube, and other digital platforms. Utilize relatable models who mirror our own experiences, and tell stories about the real benefits of products.

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2. Product Formulation and Aging Skin

One of the key shortcomings of the beauty industry is that it often ignores the fact that older skin has different needs. Changing skin texture, increased dryness, and other factors should influence how products are formulated.

• Actionable Insight: Formulate products with older women in mind, paying attention to ingredients that address specific concerns like dryness, sensitivity, and fine lines.

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3. Bring Back Samples

The inability to test beauty products before buying them has left many older consumers frustrated. Without samples, it’s nearly impossible to know if a product is right for your skin tone, texture, or sensitivities. This creates a barrier for purchasing and leads to a waste of time and money.

• Actionable Insight: Reintroduce product sampling, either through free trials, sample-sized products, or virtual try-ons. Older consumers value the ability to test before committing.

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4. Tap Into Nostalgia

Nostalgia plays a powerful role in the purchasing decisions of older consumers. Fragrances from our youth, for example, can trigger memories of simpler times and bring a sense of comfort and joy.

• Actionable Insight: Bring back classic fragrances and products from the past in small, limited batches. Market them with stories that resonate with our memories and experiences, tapping into the power of nostalgia.

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5. Makeup Tutorials for Older Women

Many older women continue applying makeup in ways they learned decades ago, which can lead to an outdated, aged appearance. Makeup brands can help by offering tutorials tailored to older consumers, teaching them how to update their look for their changing skin.

• Actionable Insight: Develop makeup tutorials on YouTube or social media platforms, focusing on techniques and products that enhance older skin. Use relatable, diverse models to create a more inclusive and engaging experience.

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Conclusion

The beauty industry has yet to fully recognize the potential of older women as a key consumer group. To build trust and loyalty with this demographic, the industry must adapt its marketing strategies, product offerings, and communication methods to better align with the needs and values of older women. By focusing on quality, practicality, and authenticity, brands can create long-lasting relationships with a loyal and underserved market.

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Call to Action

The time is now for the beauty industry to reimagine how it markets to and serves older women. We urge brands to embrace the change needed to make their products and messaging more inclusive, authentic, and aligned with the needs of this important demographic.