Women in this demographic are likely to have been using skin care products for a number of years and will be fully aware of the vast amount of anti-ageing products available to them; and beauty brands can do more to appeal to them.
According to Market researcher Canadean, instead of introducing ‘just another magic cure’ for wrinkles, brands should offer unique and personalised shopping experiences.
Personal approach
Consumer data from its own research shows that over a fifth of women aged 45+ are on the lookout for individualised and customised skin care products; but, with the vast selection of different anti-ageing creams, lotions and tonics available, they are having a difficult time choosing the right product for their skin type.
Thus, they can be better served by personalising products to their particular skin care regime. These consumers tend to stick to a simpler regime, as they feel that the choice among the vast selection is time-consuming and confusing, therefore this is where brands should target.
“Women develop their skin care routine in their 20’s and stick with it. However, skin changes over the years, meaning skin care regimes should be adapted along the way,” says Joanne Hardman, analyst at Canadean.
This means that there could be great potential for brands which offer women over 45 a personalised shopping experience, where they can learn more about different skin care products and effective regimes for their skin types.
Hardman believes that brands that can give something unique to their customers will be successful: “There is a real growth opportunity for brands which offer a fine, tailored experience to women over 45, as they are creating brand loyalty among their customers.”
Campaign example
A suggested example of this kind of personalised shopping experience would be Nivea’s campaign for women aged 40-60 which allows them to learn more about the product range and experience the products for themselves through multi-sensory sampling stations.
The ‘Face Facts Boutique’ will visit some of the largest shopping centres in the UK and Hardman predicts that “it won't take long before other cosmetics brands are tapping into Nivea’s idea.”
As part of the campaign, a Nivea skin expert will provide free skin consultations using the company’s skin technology to analyse women’s skin, advise on the best skin care routines, and answer any questions related to ageing skin.