Article by Ceri Wheeldon

Results of a new study out today claim that women over 50 are the largest buyers of beauty products in the UK. Am I surprised? Not at all!

We still want to look good, and  in many ways looking good helps us to feel good. Women over 50, for the most part, have more disposable income to spend on themselves than their younger counterparts.

We are no longer seduced, however, by marketing campaigns featuring 20 something models trying to sell us a pot of cream – when we know that the cream will never help us to look like that again. We are a little more cynical, which is why brands such as L’Oreal selecting Helen Mirren, and Avon Lorraine Kelly to front campaigns is a welcome change. They are women we can relate to.

According to the research conducted by Escentual.com, women between  45 and 54 are spending £2,238  year on beauty products and women 55-64 are spending £2,190.

We represent a huge market, we have spending power .  We are not invisible We want to look good. We do not want brands to treat us like idiots, and we want to make it clear that women over 50 should be seen – in all walks of life including advertising campaigns!

Now that this study is providing the proof of what most of us already know- perhaps the realisation that we DO have money to spend will encourage other brands to see us in a new and lucrative light!

I would be interested to hear how much YOU spend on beauty products and what you think of how we are being ‘sold’ to!

Ceri Wheeldon

Ceri is Founder and Editor of Fabafterfifty.co.uk She is a frequent speaker at events and in the media on topics related to women over 50 , including style and living agelessly. With 20+ years experience as a headhunter Ceri also now helps support those looking to extend their working lives.

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