A huge number of cosmetic products focus exclusively on their anti-ageing, anti-wrinkle and rejuvenating qualities. However, is this really what women want in a cosmetic product and do they actually believe all the hype?
Very few women consider using personal care products that reduce the appearance or development of wrinkles until later on in life. However, by the time they reach their forties, research has shown that they are extremely cynical about the many claims made by the majority of cosmetics companies. Therefore, there is a good chance that these claims are falling on mostly deaf ears and that only a limited number of people really will try products based on outlandish claims or lists of personal care ingredients that they have never heard of.
On top of this, many companies also simply fail to understand just how important an older demographic is. Many companies look to sell their products based on just how easy they will reduce the appearance of wrinkles and lines, but the majority of women over 50 have no interest in such things, and instead want personal care products that simply make their skin feel more comfortable.
What women want is to see advertising that they can relate to, not claims of miracles. Whilst this may work on some, the potential market for people who won’t believe the hype is much larger and at the moment the cosmetics market for older women is dominated by a very few brands. Yet, the over-50s market is now huge, and since women are caring more about their appearance and staying very active for much longer than ever before, there is a huge potential revenue stream that is being missed by most, and choosing the right personal care ingredients and in turn the right marketing to appeal to this demographic could increase profit significantly for any cosmetic company.