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Home > Feature Articles > Health and Well Being Strategies

The New Face of Beauty...for Boomers

Boomers are maximizing assets in an effort to "look as young as you feel."

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Leaf and trees are key to forestry conservation For Boomer women today, now starting to move into their sixties, it’s not so much about turning back the clock as it is about maximizing assets in an effort to “look as young as you feel.” And some familiar role models are showing this new face of beauty. L’Oreal has Diane Keaton, M-A-C Cosmetics has Raquel Welch, and Cover Girl, once again, has Christie Brinkley, at age 53.

The business of beauty and anti-aging is not just limited to women. For this report, Focalyst drew on survey responses of over 30,000 Boomer and Mature women and men focused on behaviors and attitudes towards beauty and appearance.

Does outward appearance matter? Absolutely! Boomers and Matures agree – more than 65% across all age groups and genders – that it is important to dress well. In addition, 68% of Boomers and 53% of Matures agree that it is important to be attractive to the opposite sex. Interestingly, Boomer men are most likely to want to remain attractive to the opposite sex (69%). Clearly the notion of giving in to old age does not hold true.

Fighting Nature or Aging Naturally?

A majority of Matures (72%) and Boomers (64%) agree that everyone should just age naturally, but more than 50% across all age segments agree that it is important to remain and feel as young as possible. When looking at differences among genders, females are more likely to feel pressure to remain as young as possible.

Men play the anti-aging game, too, and although far fewer men than women see appearance as important, only one third (35%) agree with the statement that skin care products are for women only. Because they are typically less comfortable with appearing to care about how they look (and this is true for both Boomer and Mature men), different marketing strategies will be required to make it acceptable for them to indulge in caring about their appearance.

Over 31 million older consumers are both proponents of aging naturally AND plan on buying and using anti-aging products (Figure 3). There seems to be an attitude among many that fighting aging through any means that is not surgical or invasive is still "natural."

Besides using anti-aging products, Boomers and Matures plan to combat the signs of aging with specific types of treatments. Over 10 million Boomers and Matures plan to have anti-aging skin care treatments; over 13 million within this population plan to have spa treatments; and over 10 million plan to have their teeth whitened, half of those being men.

According to the
American Society of Plastic Surgeons,
65% of facelifts and 50% of Botox treatments
in 2006 were for people
between the ages of 41-60.

Age has little to do with beauty. Attitude has everything to do with it. Boomers and Matures care about how they look and are willing to spend money if it helps them keep control of their appearance as they age. It is not all about a youthful look, but about pride in their personal image. And while a majority appears to be accepting of the inevitability of aging, they are also planning to put up a good fight to battle it as long as they can. Market to their youthful aspirations, not to their age.

Key Boomer Research Takeaways

  • “Aging naturally” is the mantra of a solid majority of Boomer and Mature women — but majorities also plan to buy anti-aging products in the next year. Indulge them with products that will meet both imperatives.
  • Don't forget about the men. Men, particularly Boomer males, are most concerned about staying attractive to the opposite sex, and are open to purchasing and using anti-aging products and treatments.
  • Despite the rise in cosmetic procedures such as plastic surgery and Botox injections, only 2% admit to plans for such procedures.
  • Both Boomers and Matures aspire to maintain an attractive appearance. Making beauty treatments more affordable will allow marketers to capture more of the aging market.
  • Appearance is important to all singles, however single Boomers are the most interested in remaining young looking and are trying to lose weight most of the time.
  • Staying attractive to the opposite sex is just as important to married Boomers as it is to single Boomers.
  • While there are notable differences in beauty attitudes and behaviors among ethnic Boomer and Mature women, Asian-American women stand out as an important market to the anti-aging product and service industry, as they are much more likely to plan to buy these products.
  • Age has little to do with beauty. Attitude has everything to do with it. Market to aspirations, not to age.


Edited by Carolyn Allen, owner/editor of California Green Solutions
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