Age is just a number? In cosmetics, it’s an opportunity…
Speaking at the in-cosmetics Asia event in Bangkok, Mintel’s senior analyst for Beauty and Personal Care tells how manufacturers need to get into the minds of different generations of consumers in order to correctly target them with certain products.
“Manufacturers are recognising that they have to change their marketing, both images and language, when targeting consumers of different ages,” says Rudd.
When it comes to the youngest generation, ‘tweens’, brands are beginning to aim anti-acne and entry level skin care products at them, preparing them for when they are teens.
Teens are then targeted with more specific products such as toning or pore reduction, as well as anti-blemish lotions, as they deal with the problems associated with this generation, and act as the transition to adulthood.
We are also starting to see anti-ageing claims making their ways into products targeted at teens, adds Rudd.
“There are now teenage products that make anti-wrinkle claims, or target elastin; a sign that this generation aspire to live better and are in-the-know,” she says.
However, when it comes to putting this into practice, youngsters are not always as committed. Research carried out by Mintel shows that people in the UK aged 16-24 are less likely to put sunscreen on if they do not see the sun out.
With the teen attention span a transient affair, Rudd also suggests that beauty players must be prepared to have a multi-platform strategy to reach these consumers.
Therefore an online presence is vital, although it appears the younger generation are less likely to use blogs to influence their beauty decisions, opting for social platforms such as Facebook instead.
This gives brands the opportunity to target these consumers on their level and also influence a number of people, as the friend groups of each users also hold potential, and word of mouth becomes stronger.
Rudd points out that whilst beauty apps are plentiful, they are still not widely used, and are not comparable to Facebook as yet.
On the other end of the scale, the mature population also present a great opportunity for beauty brands; particularly because the population of people aged 55-74 is expected to more than double in the next two years around the world.
“We could start seeing products aimed at people aged 80+, 90+, or even 100+,” continues Rudd. “We are already seeing products targeted at 70+ consumers.”
“Beauty companies that ignore seniors are missing a huge opportunity.”
Whilst anti-ageing products are on the market, and older generations are catered for, products for mature women are still quite thin on the ground.
Vivienne Rudd points to the brand Chicca from Kanebo as one of the only brands that have frequently targeted this demographic with tailored products.
The anti-ageing category has already moved into new realms with shower creams, hair sprays and drinks all available and Rudd points to after shave balm for mature men, sunscreen for over 50s, and face care for over 70s as the areas of opportunity to recruit new consumers.