Brands Still Need To Retool for 50+ Market – So Says J Walter Thompson

futurelab default header

To be honest, there is nothing that new in this report. Its research base is 250 interviews with the 50+. If you study the older consumer marketing you will have encountered most of the findings before – probably more than once.

The comments concerning the beauty sector were the only ones that were new and I am not sure I agree with the conclusions.

There was a discussion about the way that marketing campaigns had used well known older women. Charlotte Rampling for Nars, Helen Mirren for L’Oréal and Jessica Lange for Marc Jacobs Beauty. The research claimed to have found a reaction, from consumers, about the terminology of ‘anti aging’.

I quote:  More than three-quarters (78%) say they don’t feel the need to reverse the time with “anti-aging products” and nearly two-thirds (66%) say that when it comes to beauty products, “anti-aging” is not a selling point. Just 22% strongly agree that they take pride in successful efforts to combat the physical signs of aging.

I think there is a conflict in the message that some of these brands are trying to convey. The Helen Mirren advertising is saying – I am happy being me, the older women, and I am not trying to act as somebody much younger. The message is being ‘age perfect’.

Please accept targeting cookies to see this content

At the same time the brand is all about reversing ageing. 

I suspect the reason for the mixed message from l’Oreal is that it is aiming its products to younger (as well as older women). If you are a 30 year old you want to stop the advance of ageing. If you are 65 you are wanting to look that best you can (Age Perfect).

That is a point that would have been worth making.

Image via flickr

Original Post: