Dissertation

Looking further into the issues and obstacles that arise around beauty
and cosmetics for women over 40, it is clear that ageing is at the
forefront of most women’s minds. This was also reflected within the
primary research questionnaire, where 76% of female respondents aged
over 40 agreed that they are concerned by the effects of ageing on
their complexion (Appendix F.2). The more obvious signs of ageing are
often starting to show for women in their late 40’s and early 50’s, this
may be a reason for such a high rate of concern. This concern about the
ageing process is most likely sparked by problems that arise within the
retail environment. In a focus group held by Sindy Kaur (Appendix F.5),
Founder of ‘Challenging Perceptions of Beauty’, women aged 45 to 60
shared some of their primary issues with the current beauty industry.
“Focus on the functions
or features that help
achieve tasks with greater
ease...this would be more
important to older people
who might be struggling
with eye-sight, mobility or
health issues”
(Mitskavets, I. 2015)
There are many effects that ageing can have on the complexion, each
causing very different problems. Focusing on solving these could be the
key to a successful brand model for the older consumer. As stated in a
recent Mintel report, “marketing strategies targeting older consumers
could be more effective if they avoid reminding people that they are
getting older and instead focus on the functions or features that help
achieve tasks with greater ease...this would be more important to
older people who might be struggling with eye-sight, mobility or health
issues” (Mitskavets, I. 2015); demonstrating that there is a real need
for solutions to these problems that many older consumers face.
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