Consumers over the age of 60 represent a rapidly growing segment for the beauty industry. With significant purchasing power and growing influence on trends, they are redefining expectations in terms of products and communication. Sienna Piccioni, Head of Beauty at WGSN, discusses their behaviors, specific needs, and the opportunities they offer brands in the sector.
CosmecticOBS: Who are these consumers?
Sienna Piccioni: Consumers over 60, a prominent segment of the Baby Boomer generation, are reshaping the concept of ageing. They are a formidable economic force, controlling a substantial share of global wealth and demonstrating resilience to economic fluctuations, which provides them with significant purchasing power. This cohort is driven by a focus on longevity and places a high value on health, wellness, and authentic self-expression.
They challenge traditional norms associated with age, and their lifestyles and purchasing behaviours frequently parallel those of younger generations. This group prefers products that enhance their sense of well-being, but they are shifting away from youth-centric ideals in favour of embracing ageing as a privilege.
They are also highly engaged digitally, with increasing participation in online beauty marketplaces and social media, and they expect to see their demographic accurately represented in brand imagery and communications.
CosmecticOBS: What are their expectations for products?
Sienna Piccioni: This consumer group prioritises effective and convenient products that align with a holistic wellness approach. They seek visible results from streamlined, multifunctional formats that are easy to use.
They look for age-inclusive, reparative formulas for mature skin, hair thinning, greying, and …
