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  • The beauty industry is slowly welcoming the idea of ageing
  • The beauty industry is slowly welcoming the idea of ageing
    RxGenesys (2014) ©
REPORT

Why beauty for Boomers isn’t about anti-ageing

Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?

Location North America / Northern Europe

Scope
“I am not gorgeous,” says Helen Mirren. “I never was, but I was always OK-looking and I’m keen to stay that way.” Mirren’s humble assessment of her own beauty was just one of the reasons – along with her intelligence and glamour – that led the majority of 9,000 women in a L’Oréal survey to name her one of the most appealing celebrities. As a result, she made headlines when the cosmetics company named her as its UK ambassador. [1]

Mirren joins the ranks of a growing number of older women who brands are placing ...

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