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Mature Beauty - UK - September 2009

  • Mintel estimates that the over 55s spend in the region of £614 million on haircare, skincare and colour cosmetics. This is the equivalent to £35 per person in 2009. However, innovation in products that target more than the beauty-related age concerns of this demographic could substantially grow this spend.

  • Mature beauty is an emerging market, yet despite a raft of innovation in anti-ageing products, most cosmetics and toiletries companies tend to overlook the needs of the over 55s. Far from giving up, older people today live longer, work longer and have a desire to maintain their health and youthful looks, with cosmetics and toiletries playing an important role. Beauty and grooming needs change over the age of 55 and represent an opportunity for brands to launch targeted products, and not just within the area of anti-ageing.

  • Anti-ageing remains the key focus but other opportunities exist

  • Pressure from the media to keep looking young

  • Use of younger models by beauty brands to target older people

  • How grooming needs change with age

  • Need for packaging that older people can read and open.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition – Mature consumer
          • Definition – Anti-ageing products
          • Future Opportunities

            • Fear of ageing
              • Relevance over relegation
                • Insights
                  • The future lies in the past
                    • Nostalgia
                      • Insights
                      • Market in Brief

                        • Lack of focus by the industry on mature consumers
                          • Over 55s: The stealth demographic
                            • Ageless beauty
                              • Product claims need to be realistic
                                • Packaging difficulties
                                  • Older men
                                    • Future
                                    • Internal Market Environment

                                      • Key points
                                        • Multi-media
                                          • Figure 1: Use of mobile phones and the internet, 2004-08
                                        • Active lifestyles
                                          • Figure 2: Visits to leisure centres, gyms and health clubs, 2006-08
                                        • Leisure activities
                                          • Figure 3: Visits to leisure centres, gyms and health clubs, 2004-08
                                        • Age-orexia and attitudes towards appearance
                                          • Figure 4: Attitudes towards appearance, 2004-08
                                        • Health and wellness
                                          • Figure 5: Use of dentures, glasses and ailments suffered from in the last 12 months, 2004-08
                                        • Unobtainable ideals
                                          • (Some) magazines target older women
                                            • Older models are an exception
                                            • Broader Market Environment

                                              • Key points
                                                • Demographics
                                                  • Figure 6: Structure of the UK population, by age and gender, 2004-14
                                                • Age of retirement and life expectancy
                                                  • Figure 7: Life expectancy of 55-year-olds, 2004-07
                                                • Employment amongst the over 50s
                                                  • Figure 8: Employment and employment rates, by age, 2007-08
                                                • Legislation and regulation
                                                • Competitive Context

                                                  • Key points
                                                    • Extending appeal beyond the 55+
                                                      • Competing with mainstream brands
                                                        • Men – ageing gracefully
                                                          • Pensions crisis
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Skincare key focus for mature beauty
                                                                    • Figure 9: Beauty and personal care launches targeting age-related concerns, by category 2007-09
                                                                  • Anti-ageing skincare drives innovation
                                                                    • Golden opportunities amongst the silver-haired
                                                                      • Product positioning trends
                                                                        • Figure 10: Leading positioning claims amongst product launches suitable for the over 55s, 2007-09
                                                                      • Menopause and hormonal changes
                                                                        • Figure 11: Beauty and personal care products that pertain to be suitable for menopausal women, by company and brand, 2007-09
                                                                      • Leading companies
                                                                        • Figure 12: Leading companies amongst product launches suitable for the over 55s, 2007- 2009
                                                                      • Packaging for the older consumer
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Value worth of the over 55s
                                                                            • Figure 13: Retail value sales of the UK mature beauty market, 2007-09
                                                                          • The value of the anti-ageing skincare market
                                                                            • Figure 14: Retail value sales of the UK anti-ageing skincare market, 2004-14
                                                                          • New categories have appeal amongst the over 55s
                                                                            • Maturing market
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Value worth of over 55s by segment
                                                                                  • Figure 15: Retail value sales of the UK mature beauty market, by sector, 2007-09
                                                                                • Falling penetration, but growing population drives growth
                                                                                  • Skincare
                                                                                    • Colour cosmetics
                                                                                    • Companies and Products

                                                                                        • Figure 16: Brand map of the companies targeting UK mature consumers, 2008
                                                                                      • L’Oréal
                                                                                        • Lancôme
                                                                                          • Procter & Gamble
                                                                                            • The Body Shop
                                                                                              • Unilever: Dove
                                                                                                • Skin Wisdom: Restore & Replenish
                                                                                                  • Denise McAdam: Time Defy
                                                                                                    • Lulusplace.co.uk
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Older people prefer to shop locally
                                                                                                          • Figure 17: Purchasing habits of cosmetics and toiletries, July 2009
                                                                                                        • Boots
                                                                                                          • Department stores
                                                                                                          • Use of Cosmetics and Toiletries Amongst the Over-55s

                                                                                                            • Key points
                                                                                                              • Difference in usage habits by age
                                                                                                                • Figure 18: Difference of Use of Cosmetics and Toiletries amongst adults aged 55 and over compared to those aged 15-54, 2008
                                                                                                              • Traditional habits drive use of hand lotions
                                                                                                                • Giving up on make-up
                                                                                                                  • Worry lines drives use of skincare
                                                                                                                    • A hairy issue
                                                                                                                      • Figure 19: Use of shaving products and razors amongst adults aged 55+, by employment status, 2008
                                                                                                                    • Age-related product use
                                                                                                                      • Figure 20: Reasons to use face creams and lotions, 2004-08
                                                                                                                    • Three in four over 55s plump for moisturisers
                                                                                                                      • Younger adults more concerned by ageing
                                                                                                                        • Frequency of use of hair colourants, bleaches and lighteners
                                                                                                                          • Figure 21: Frequency of using hair colourants, bleaches and lighteners, 2008
                                                                                                                      • Consumer Age-related Beauty Concerns

                                                                                                                        • Key points
                                                                                                                          • A fear of ageing
                                                                                                                              • Figure 22: Body concerns, by age, July 2009
                                                                                                                            • Great expectations
                                                                                                                              • Impact of lifestage and lifestyle
                                                                                                                                • Health concerns
                                                                                                                                • Consumer Purchase of Cosmetics and Toiletries

                                                                                                                                  • Key points
                                                                                                                                    • Attitudes towards buying cosmetics and toiletries
                                                                                                                                        • Figure 23: Purchasing habits of cosmetics and toiletries, July 2009
                                                                                                                                      • Over 55s stuck in their ways
                                                                                                                                        • Importance of price
                                                                                                                                          • Too many products may be confusing
                                                                                                                                          • Attitudes Towards Cosmetics and Toiletries

                                                                                                                                            • Key points
                                                                                                                                              • Consumer views on cosmetics and toiletries
                                                                                                                                                • Figure 24: Attitudes towards cosmetics and toiletries, July 2009
                                                                                                                                              • Cynicism an obstacle to interest amongst 55+
                                                                                                                                                • The need for practical packaging
                                                                                                                                                  • Is labelling losing customers?
                                                                                                                                                    • Make-up usage declines amongst over 55s
                                                                                                                                                      • Lacking confidence?
                                                                                                                                                        • Interest levels in toiletries
                                                                                                                                                          • Figure 25: Attitudes towards beauty and toiletries, by age group, June 2009
                                                                                                                                                        • Still interested
                                                                                                                                                          • Profile of 55+ who are still interested in cosmetics and toiletries
                                                                                                                                                            • No longer interested
                                                                                                                                                              • Profile of 55+ who are still interested in cosmetics and toiletries
                                                                                                                                                                • Consumer groups
                                                                                                                                                                  • Figure 26: Interest in cosmetics and toiletries, by age group, June 2009
                                                                                                                                                                • High interest (20%)
                                                                                                                                                                  • Low interest (39%)
                                                                                                                                                                    • Balanced (9%)
                                                                                                                                                                      • Unconcerned (33%)
                                                                                                                                                                      • Appendix

                                                                                                                                                                          • ACORN
                                                                                                                                                                            • Advertising data
                                                                                                                                                                            • Appendix – Use of Cosmetics and Toiletries Amongst the Over-55s

                                                                                                                                                                              • Use of Cosmetics and Toiletries amongst the over-55 and below 55s
                                                                                                                                                                                • Figure 27: Use of beauty and personal care products, 2004-08
                                                                                                                                                                              • Skincare
                                                                                                                                                                                • Figure 28: Use of skincare products, by demographics, 2008
                                                                                                                                                                              • Make-up
                                                                                                                                                                                • Figure 29: Use of make-up products, by demographics, 2008
                                                                                                                                                                              • Haircare
                                                                                                                                                                                • Figure 30: Use of haircare products, by demographics, 2008
                                                                                                                                                                              • Other toiletries
                                                                                                                                                                                • Figure 31: Use of other toiletries, by demographics, 2008
                                                                                                                                                                            • Appendix – Consumer Age-related Beauty Concerns

                                                                                                                                                                                • Figure 32: Most common age-related body concerns, by demographic sub-group, July 2009
                                                                                                                                                                            • Appendix – Consumer Purchase of Cosmetics and Toiletries

                                                                                                                                                                                • Figure 33: Purchasing habits of cosmetics and toiletries, by demographic sub-group, July 2009
                                                                                                                                                                            • Appendix – Attitudes Towards Cosmetics and Toiletries

                                                                                                                                                                                • Figure 34: Attitudes towards cosmetics and toiletries, by demographic sub-group, July 2009
                                                                                                                                                                                • Figure 35: Attitudes towards cosmetics and toiletries, by demographic sub-group, July 2009
                                                                                                                                                                              • Interest in cosmetics and toiletries
                                                                                                                                                                                • All
                                                                                                                                                                                  • Figure 36: Interest in cosmetics and toiletries, by demographics, June 2009
                                                                                                                                                                                • 15-54 years
                                                                                                                                                                                  • Figure 37: Interest in cosmetics and toiletries, by demographics, June 2009
                                                                                                                                                                                • 55+
                                                                                                                                                                                  • Figure 38: Interest in cosmetics and toiletries, by demographics, June 2009
                                                                                                                                                                                • Attitudes
                                                                                                                                                                                  • Figure 39: Attitudes, concerns and purchase behaviour, by interest in cosmetics and toiletries, June 2009
                                                                                                                                                                                • Attitudes, concerns and purchase behaviour by consumer groups
                                                                                                                                                                                  • Figure 40: Attitudes, concerns and purchase behaviour, by consumer groups, June 2009
                                                                                                                                                                                  • Figure 41: Attitudes, concerns and purchase behaviour of consumer groups, by demographics June 2009

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Advertising Standards Authority
                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                              • Alliance Boots
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • Avon Cosmetics Ltd
                                                                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                              • Christian Dior
                                                                                                                                                                              • Clinique Laboratories Ltd (UK)
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • Colgate-Palmolive UK Ltd
                                                                                                                                                                              • Coty UK Ltd
                                                                                                                                                                              • Debenhams Total (GTV)
                                                                                                                                                                              • Elizabeth Arden, Inc.
                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Good Housekeeping
                                                                                                                                                                              • Harvey Nichols UK
                                                                                                                                                                              • House of Fraser Plc
                                                                                                                                                                              • ITV plc
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • Joico
                                                                                                                                                                              • L'Oréal (UK)
                                                                                                                                                                              • Lancôme
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                              • Max Factor
                                                                                                                                                                              • Murad, Inc.
                                                                                                                                                                              • Netto Foodstores Ltd
                                                                                                                                                                              • Olay Company, Inc.
                                                                                                                                                                              • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                                              • QVC
                                                                                                                                                                              • REN Ltd
                                                                                                                                                                              • Safeway Stores
                                                                                                                                                                              • Shiseido International
                                                                                                                                                                              • Somerfield
                                                                                                                                                                              • Superdrug Stores Plc
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                              • Unilever Plc
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                                              Mature Beauty - UK - September 2009

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