| It suddenly seems that everywhere we look, there | | | | wider range of age groups with different products |
| are "anti-aging" products being offered to consumers. | | | | and messages. These are ranging from |
| There are even ads for "anti-aging jeans" and | | | | "preventative" (for the younger population), to |
| suggestions for organizing an "anti-aging dinner party". | | | | "treatment and repair" and "reducing the signs of |
| But nowhere is the anti-aging theme more prevalent | | | | aging" messages for the more mature segment of |
| than in skin care marketing and promotions. | | | | the target market. But most appear to be interested |
| Aiming at the "Target" | | | | in the "natural" aspect of the products they are being |
| Gone is the perception that "anti-aging" refers to old | | | | offered. |
| women slathering their bodies with miracle lotions | | | | Simply put, these Boomers are a captive, |
| that will magically make their wrinkles disappear. | | | | self-absorbed market with a sense of entitlement |
| Today the concept of anti-aging concerns not only | | | | that they're going to stay young and live forever, |
| older women (over 50), but also consumers as young | | | | not seeing a future time when they will ever be "old." |
| as 20. Even men are getting into the anti-aging game | | | | Delivering the "Message" |
| particularly as it relates to skin care. | | | | Paging through any magazine - particular those aimed |
| Skin care advertising has taken on a life of its own, | | | | at this demographic of Baby Boomers, one will see a |
| aiming its arrow straight toward the "Baby Boomers" | | | | multitude of skin care advertising touting the benefits |
| target. And they appear to be hitting the bulls-eye. | | | | of their anti-aging products. Let's take a look at the |
| This group of Baby Boomers makes up the largest | | | | message being delivered by some of the major |
| portion of American consumer spending power and | | | | players in the skin care game. |
| consequently takes the top spot as the | | | | L'oreal |
| money-making demographic for these anti-aging skin | | | | "Need age intervention? In just 4 weeks help |
| care products. | | | | redefine the curves and contours of your face. Now |
| This "market clout" is suddenly shaping and changing | | | | you can boost your skin's natural collagen." |
| the landscape of many major industries, but none | | | | Maybelline |
| more than the skin care marketing arena. Studies | | | | "Instant Age Rewind Double Face Perfector" |
| show that most Baby Boomers believe that their | | | | Olay |
| best years lie ahead so they are seeking solutions | | | | "REM: Restores, Evens tone, Mends. Reduces the |
| that address issues such as health, appearance, | | | | look of discoloration and wrinkles." (Their ads drive |
| energy, etc. Marketers have found it necessary to | | | | consumers to a "personalized skin care consultation" |
| get into the minds of this demographic and examine | | | | at their website.) |
| the core values, buying behaviors, and emotional | | | | ROC |
| factors affecting their purchases. | | | | "Do your hands give away your age? Retinol |
| Who are they? | | | | Correxion Hand Repair." |
| They are self-confident, they are in control of their | | | | "The Promise: we'll give you 10 years back." |
| lives and they continue to embrace the whole | | | | Aveeno |
| learning experience, no longer content to spend their | | | | "Wake up to firmer, younger-looking skin". "Firmer |
| "golden years" sitting by a window and watching life | | | | eyes for a younger outlook. Natural beauty is |
| pass them by. They are flexible, so they embrace | | | | ageless." |
| change. They are receptive to new products, | | | | Shiseido |
| especially in skin care offerings because they feel | | | | "An essential infusion of nutrients for maturing skin." |
| youthful and want to be perceived as such. And they | | | | Perricone MD |
| have the money to spend on them. | | | | "Ceramic Eye Smoother...New Anti-Aging Treatment" |
| This group of 77 million Baby Boomers represents the | | | | Curel |
| largest consumer group for anti-aging skin care | | | | "With menopause comes new changes. New |
| products by virtue of their number and their spending | | | | strength. And new ways to comfort skin." |
| power. By 2020, it is estimated that a quarter of the | | | | Neutrogena |
| population will be over the age of 60. This shift can | | | | "When your hands look younger, so do you." |
| only produce positive results for the marketers of | | | | ArteFill |
| skin care products, if they listen to their target | | | | "Freedom from laugh lines." |
| market and adjust accordingly. This demographic is | | | | This list truly could go on and on, but the common |
| comprised of busy consumers who want to see fast, | | | | message is clear. And marketers of skin care |
| noticeable results. | | | | products are really going to have to deliver the |
| Generally the primary target group for these | | | | one-two punch to break through the clutter of |
| anti-aging skin care products is women 35 and older; | | | | products and messages being delivered to this savvy |
| however, some skin care marketing is targeting a | | | | group of consumers. |