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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

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Table of contents

  1. Overview

    • 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 and Insights

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

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Mature Beauty - UK - December 2015

                                                                                    £1,995.00 (Excl.Tax)