The “baby boomers,” approximately ages 42 to 60, are gaining strength in the cosmetics and skin care market. In the 2000 U.S. Census the largest population group was in the age range of 35-39 years old with a total of 22.7 million people (8.1 percent of the population). The second largest age group was 40-44 year-olds, amounting to 8 percent of the population or 22.4 million people. Between the two ranges, 16.1 percent of the entire U.S. population is a significant portion of the market.
A report by Mintel adds that the 21 percent growth of fragrances and color cosmetics from 2000 to 2004 in the UK is largely due to growing numbers of employed women with disposable incomes.
The two largest population groups are getting older, and as a commanding presence in the skin care market, they are demanding market response for their growing skin care concerns. At ages 42 to 60, the baby boomers require different skin care than they did 10 and 20 years ago, and the industry has filled their requirements.
As the baby boomer demographic has aged, antiaging products have been available to ease skin aging; however, one skin care genre remained untapped--cosmetics. Cosmetic companies, noticing the rapidly growing baby boomer population, are creating cosmetic lines specifically formulated to address the skin care concerns of aging women.
In 2002, Lauren Hutton launched “Good Stuff,” a cosmetic line designed for women age 35 to 65. Her makeup focused on simplicity and perfected application processes.
Revlon, in response to the growing baby boomer population, launched its largest campaign in nearly a decade, Vital Radiance. Aimed at women ages 50 and above, the cosmetics company has researched the problems in cosmetics and skin care for aging women to deliver a line specifically geared toward them. The cosmetics line incorporates hydrating ingredients to treat skin. In addition, a varying color palette also is offered, which according to the company, is more suited for aging skin. The new cosmetics line also has used clear, bold writing on their products to reduce eye strain.
Joining the cosmetic market for older women in fall 2006 will be L’Oréal Paris with Age Perfect. Represented by Diane Keaton, the new makeup line reportedly will address three major concerns for aging women: elasticity, age spots and wrinkles. In addition to calcium microspheres, the makeup line also contains dermo peptides, marine collagen, hyaluronic acid and mulberry and scutelleria extracts.
Older women no longer will have to struggle with cosmetics made for teenage girls. The industry has taken notice of the baby boomer market and has answered with lines geared toward making aging women look great, ensuring that they will never again be left in the shadows.
-Katie Schaefer, C&T magazine
