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  • How does age change women’s beauty needs?
  • How does age change women’s beauty needs?
    Better Not Younger | Facebook (2019) ©
REPORT

What do menopausal women want from beauty brands?

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

Location North America / Northern Europe

Scope
The menopause has traditionally marked the last major act in life among women, but with life expectancies ever-increasing, it can instead mark a new start. In the UK, roughly 13 million women are either peri- or post-menopausal and it’s estimated that 6,000 women in the US reach menopause every day. [1][2] Given that the average age at which it begins is 51, these women hold significant spending power, reportedly accounting for 27% of all consumer spending. [3] However, a Nielsen study suggests that less than 5% of all advertising spend is directed towards 35- ...

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