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  • Older women are back in the beauty limelight
  • Older women are back in the beauty limelight
    L'Oréal (2015) ©

Older women are back in the beauty limelight

One in ten women over the age of 45 are worried about getting old. But while they're wealthy and eager to spend, beauty brands often don’t make the most of this market. In the absence of big players, niche brands armed with social media are putting older women back in the limelight.



  • Article image How to reach Asia's bright old things

    Asia is notoriously home to some of the most active and beauty-conscious elderly people in the world; from Japanese retirees climbing Mount Everest to millions of Chinese seniors dancing in city squares. What can be learnt from fusing tradition and health to reach Asia's 'bright old things'?

  • Article image 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?

  • Germans want health-driven beauty products Germans want health-driven beauty products

    In Germany, “best agers” (consumers over 50) account for 30% of the population. To respond to the requirements of this segment, the beauty and personal care industry is becoming more focused on health and wellness offerings.

  • 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?