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50+ Formulating, Asian Innovation, Water and More at in-cosmetics 2013
By: Imogen Matthews
Posted: March 11, 2013
page 3 of 3
• Think of individuals, not groups. Do not categorize older people as a single, homogenous segment.
• Do not overtly target older people. They don’t need reminding, so it should be done with subtlety and sensitivity.
• Age is relative. Make sure that your marketing is consumer-driven and not at the mercy of well-meaning younger marketers or agency staff.
• Follow the money. The over 50s demographic accounts for 80% of the UK’s wealth and disproportionately high levels of expenditure. However, this is not evenly distributed and will not be replicated to the same extent by younger age cohorts.
• There are no “golden bullet.” This is a large, diverse and complex group of people, not a small niche group. There should not be “off the shelf” guidelines.
Future Product Development
Identifying future trends in cosmetics is always an important part of the in-cosmetics trends presentations. In 2013, there will be two presentations looking into the future from Emmanuelle Bassmann, managing director of In-Trend Ltd., and Diane Sexhauer, managing partner of SpringPool GmbH.
Bassmann will summarize findings from more than 30 interviews with experts in the scientific field, including biologists, chemists, photobiologists, physicists and other scientists, with implications for the beauty market in 2020.
Sexhauer will focus on bridging the gap between new claims and respective ingredients. Her three key beauty trends for the future are:
• Beauty products designed to work as a substitute or to postpone plastic surgery. These have an effect deep within the skin but take time to use and are expensive. The upside is that the results will be immediate and visible.
• More authentic and simple beauty products that cater to more emotional needs. There will be more natural cosmetics and products made locally or with a personal touch. Products that state their effectiveness and substantiate claims with scientific reasoning and studies will provide consumers with reassurance.
• The BB trend will continue but with more products offering multiple benefits. However, brands must beware of launching other “me-too” products and focus on offering interesting concepts.
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