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US Mature Beauty Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Mature Beauty market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report covers a broad range of products within the beauty market. For the purposes of this Report, Mintel has defined the beauty market as follows:

  • Color cosmetics
  • Haircare (shampoos, conditioners, styling products)
  • Facial skincare and anti-aging products
  • Nail color and care
  • Fragrances
  • Beauty devices and accessories
  • At home hair color

Excluded from this Report are personal care products that are used for regular hygiene and grooming such as:

  • Soap, bath, and shower products
  • Hand and body care
  • Shaving and hair removal products
  • Antiperspirant and deodorant
  • Oral care

This Report defines mature beauty consumers as women aged 55 and older who use beauty products, as defined above.

Expert analysis from a specialist in the field

Written by Shannon Romanowski, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

For the $37.5 billion beauty market, mature beauty users comprising 30% of the female population are a significant consumer base. However, many of their needs and interests are removed from those of trend-focused, digital savvy Millennials and iGen’s. Mature consumers prioritize wellness, natural beauty, and a graceful approach to aging. There are challenges, but also opportunities, in helping mature women look their best while cultivating age-specific brands, products, and marketing approaches. Shannon Romanowski
Director of Research

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Mature beauty consumers are less invested in skills, experimentation, brands
            • Figure 1: Skill level, experimentation, and brand selection, by women aged 18+ and mature women, August 2017
          • Mature women less likely to be expanding their involvement in the category
            • Figure 2: More time on select beauty routine relative to a year ago, by women aged 18+ and mature women, August 2017
          • Mature beauty users take traditional approach to the category
            • Figure 3: Researching beauty products, by women aged 18+ and mature women, August 2017
          • The opportunities
            • Opportunity lies with engaged Boomers, affluent users, and enthusiasts
              • Figure 4: More time on select beauty routine relative to a year ago, by mature women, Baby Boomers, Beauty Enthusiasts and household income, August 2017
            • Mature women eager for age-specific products and brands
              • Figure 5: Attitudes toward gray hair, addressing aging, age-specific beauty products, by women aged 18+, mature women, Baby Boomers, Beauty Enthusiasts, and household income, August 2017
            • Offering samples, meeting specific needs are ways to engage mature women
              • Figure 6: Purchase drivers, by women aged 18+, mature women, Baby Boomers, and Beauty Enthusiasts, August 2017
            • What it means
            • The Market – What You Need to Know

              • 70% of sales in $37.5 billion market in three largest segments
                • Women aged 55+ to account for 32% of female population by 2022
                  • Baby Boomer women are engaged beauty consumers
                    • Demographics, legacies, and attitudes shaping Boomer profile
                    • Beauty Market Review

                      • Makeup, haircare, and skincare together comprise 70% of beauty sales
                        • Figure 7: Share of total US retail sales of beauty products, by segment, at current prices, 2017*
                      • Color cosmetics, largest and fastest growing segment
                        • Haircare is growing, while hair color stagnates
                          • Facial skincare shows modest growth, but has potential with mature women
                            • Mature women less engaged in smaller segments
                              • Figure 8: Total US retail sales of beauty products, by segment, at current prices, 2015 and 2017*
                          • Beauty Consumer Segments

                            • Mature women comprise three beauty segments
                              • Beauty Enthusiasts are the most avid, engaged consumers
                                • Occasional Beauty consumers comprise largest segment
                                  • Basic Beauty consumers tend to be older, less affluent
                                  • Who Is the Mature Consumer?

                                    • Women aged 55+ comprise a growing share of female population
                                      • Figure 9: Female population, by age, 2012-22
                                    • Aging Baby Boomer population underpins mature beauty consumer base
                                        • Figure 10: US Population by generation and gender, 2017
                                      • Key factors and attitudes shaping the Baby Boomer population
                                        • Boomers, despite high levels of disposable income, may feel financially insecure
                                          • Boomers still working, shaping beauty needs
                                            • Figure 11: Median household income, by age of householder, 2015
                                          • Boomers, predominantly White, may still value diversity and anti-establishment legacy
                                            • Figure 12: Population by Hispanic origin and generation, 2017
                                          • Boomers feel unrepresented, and want products specifically for them
                                            • Health and wellness are central concerns to Baby Boomers
                                            • Key Initiatives – What You Need to Know

                                              • Natural and clinical claims drive growth in skincare
                                                • K-beauty products have anti-aging focus
                                                  • Cosmetics that simplify routines appeal to mature women
                                                    • Need for inclusiveness in marketing and retail environment
                                                      • Looking forward: mature women as influencers, brand headliners
                                                        • Potential for beauty from within products with older users
                                                        • What’s In?

                                                          • Brands expand upper-tier and prestige offerings
                                                            • Natural and dermatologist-developed products are trending
                                                              • Korean beauty (K-beauty) products focus on mature skin
                                                                • Cosmetics with anti-aging and step-saving properties
                                                                • What’s Out?

                                                                  • Mature women can feel left out
                                                                    • Limited presence of older women on runways and marketing campaigns
                                                                    • What’s Next?

                                                                      • Put a positive spin on aging
                                                                        • Allures’ anti-anti-aging campaign
                                                                          • Brands created by mature women and celebrities
                                                                            • Future influence of vloggers, especially for Beauty Enthusiasts
                                                                              • Beauty from within for Boomers
                                                                              • The Consumer – What You Need to Know

                                                                                • Mature women less engaged in beauty category
                                                                                  • Beauty routine highlights mature women’s investment in skincare
                                                                                    • Women value brands addressing aging and age-specific products
                                                                                      • Concerns about cost and youth-focused stores are prevalent
                                                                                        • Free samples, specific needs drive interest in new products
                                                                                        • Skills, Experimentation, and Types of Brands Used

                                                                                          • Mature women more likely to report basic skills
                                                                                              • Figure 13: Skill level, by women aged 18+ and mature women, August 2017
                                                                                            • Age also at play, Baby Boomers more likely to have advanced skills
                                                                                              • Figure 14: Skill level of women aged 55+, by generation, August 2017
                                                                                            • Affluent women tend to have higher level of skills
                                                                                              • Figure 15: Skill level of women aged 55+, by household income, August 2017
                                                                                            • Mature women less likely than younger women to experiment
                                                                                                • Figure 16: Willingness to experiment, by women aged 18+ and mature women, August 2017
                                                                                              • Baby Boomers and affluent women more open to experimenting
                                                                                                • Figure 17: Willingness to experiment among women aged 55+, by generation, August 2017
                                                                                              • Mature women favor mass brands, but often use a combination
                                                                                                  • Figure 18: Brand type usage, by women aged 18+ and mature women, August 2017
                                                                                                • Baby Boomers often seek a combination of brands, buy natural
                                                                                                  • Figure 19: Brand type usage among women aged 55+, by generation, August 2017
                                                                                                • Affluent mature women key to luxury brands
                                                                                                  • Figure 20: Brand type usage among women aged 55+, by household income, August 2017
                                                                                              • Beauty Routines

                                                                                                • Mature women spending more time on skincare
                                                                                                    • Figure 21: Beauty routine, women aged 55+, August 2017
                                                                                                    • Figure 22: Beauty routine, women aged 18+, August 2017
                                                                                                  • Baby Boomers most likely to be investing time on beauty
                                                                                                    • Figure 23: Beauty routine among women aged 55+ – more responses, by generation, August 2017
                                                                                                  • Affluent more engaged with skincare, professional services
                                                                                                    • Figure 24: Select beauty routine among women aged 55+ - More responses, by household income, August 2017
                                                                                                  • Enthusiasts engaged in a range of beauty-related activities
                                                                                                    • Figure 25: Select beauty routine among women aged 55+ - more responses, by beauty segments, August 2017
                                                                                                • Attitudes toward Aging

                                                                                                  • Mature women embracing signs of aging
                                                                                                    • Figure 26: Attitudes toward gray hair, by women aged 18+ and women aged 55+, August 2017
                                                                                                  • Women want brands to relate to them
                                                                                                    • Figure 27: Attitudes toward beauty brands and aging, by women aged 18+ and mature women, August 2017
                                                                                                  • Mature women seek age-specific products
                                                                                                    • Figure 28: Attitudes toward age-specific beauty products, by women aged 18+ and mature women, August 2017
                                                                                                  • Mature women are embracing age, instead of fighting it
                                                                                                      • Figure 29: Attitudes toward the signs of aging, by women aged 18+ and mature women, August 2017
                                                                                                    • Boomers more likely to resist gray hair, seek age-specific products
                                                                                                      • Figure 30: Attitudes toward gray hair, age-specific beauty products and brands among women aged 55+, by generation, August 2017
                                                                                                    • Beauty Enthusiasts want to fight aging but also want age-specific products
                                                                                                      • Figure 31: Attitudes toward aging and age-specific beauty products and brands among women aged 55+, by beauty segments, August 2017
                                                                                                  • Shopping for Beauty Products

                                                                                                    • Concerns about value and youth-focused stores could be barriers
                                                                                                        • Figure 32: Shopping for beauty products, by women aged 18+ and mature women, August 2017
                                                                                                      • Baby Boomers change their routine
                                                                                                        • Figure 33: Changing products and brands among women aged 55+, by generation, August 2017
                                                                                                      • Beauty Enthusiasts willing to switch it up
                                                                                                        • Figure 34: Changing products and brands among women aged 55+, by beauty segments, August 2017
                                                                                                    • Researching Beauty Products

                                                                                                      • Mature women less likely to shop online, use apps
                                                                                                        • Figure 35: Researching beauty products, by women aged 18+ and women aged 55+, August 2017
                                                                                                      • Boomers more willing to test and research products
                                                                                                        • Figure 36: Testing and research beauty products among women aged 55+, by generation, August 2017
                                                                                                      • Enthusiasts test and research products
                                                                                                        • Figure 37: Testing and researching beauty products among women aged 55+, by beauty segments, August 2017
                                                                                                    • Purchase Drivers

                                                                                                      • Traditional methods induce trial
                                                                                                          • Figure 38: Purchase drivers, by women aged 18+ and mature women, August 2017
                                                                                                        • Combination of need-based products and samples reach mature women
                                                                                                          • Figure 39: TURF analysis – Purchase drivers, August 2017
                                                                                                          • Figure 40: TURF analysis table – Purchase drivers, August 2017
                                                                                                        • Methodology
                                                                                                          • Boomers over index for range of factors motivating new product usage
                                                                                                            • Figure 41: Purchase drivers among women aged 55+, by generation, August 2017
                                                                                                          • Enthusiasts open to range of purchase drivers
                                                                                                            • Figure 42: Purchase drivers among women aged 55+, by beauty segments, August 2017
                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                          • Data sources
                                                                                                            • Consumer survey data
                                                                                                              • Consumer qualitative research
                                                                                                                • Abbreviations and terms
                                                                                                                  • Abbreviations
                                                                                                                    • Terms
                                                                                                                    • Appendix – The Market

                                                                                                                        • Figure 43: US Population aged 18+, by generation, 2012-22
                                                                                                                        • Figure 44: Population by race and generation, 2017
                                                                                                                        • Figure 45: Marital status by age, for women, 2017