Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

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

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

“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 ...



  • Japanese grandmas are fitter than Gen Z Japanese grandmas are fitter than Gen Z

    Many of us like to think that we’re ageing well - in Japan, elderly women have shown up their younger counterparts by recording the highest fitness levels of the 65 to 74 age group since records began in 1998. But how are they staying so healthy?

  • Article image How fashionable over-50s want to dress

    The over-50s hold a whopping 80% of the UK's wealth, and British women in their 50s spend £7 billion on clothes. While some fashion brands are starting to court the older shopper, many more are leaving these women frustrated by a lack of desirable, comfortable clothes on the high street.

  • Article image Can women in the UK afford to retire?

    Some might believe that retirement for women in the UK means endless book groups, lunches out and a yearly cruise. But as women live longer than ever before, what does the future hold for these baby boomers who may have to fund more than three decades of being out of work?

  • You're never too old to Instagram You're never too old to Instagram

    "You know what?" says 86-year-old Baddie Winkle, "I'm like the world's Granna." The octogenarian Instagram sensation gained 200,000 followers in just three months for a fearless feed of selfies – whether on her way to church or donning a t-shirt emblazoned with Beyoncé's face.

  • Article image What does ‘beauty’ really mean?

    With 350 million photos uploaded to Facebook every day, people are creating and looking at more images of themselves today than at any other point in history. And as our lives become permanently on display through the growth of social media, it’s changing how we see ourselves.

  • Article image The Golden Girls Network: house sharing in your 60s

    A third of the 10,000 Boomers turning 65 each day are entering retirement single. The thought of being shipped off to live in a retirement home is unthinkable for many – but The Golden Girls Network offers house sharing for older single women who are still young at heart.

  • Article image L’Oréal Beauty For All: because everyone is worth it

    As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. But do we really want brands to abandon unobtainable glamour for more humble, emotive and ‘real’ visual tropes?

  • Article image TK Maxx: getting grandad into modelling

    Despite its rapid expansion in the UK, TK Maxx has long been one of the least desirable locations on the high street. But with its new celebration of individuality, its commitment to the consumer and its editorial-style media, TK Maxx is finally ahead of the high street curve.