Pure Beauty

New Zealand's ageing population drives new life in cosmetics

Published: 15-Dec-2017

The New Zealand cosmetics industry is reaping the benefits of an ageing society. Barbara Barkhausen reports

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It is a constant truth within the personal care product industry that brands prosper when they understand the markets that they are targeting.

In New Zealand, one key and increasingly important factor is that the country’s 4.7 million people society is ageing.

According to information, data and measurement company Nielsen, the number of consumers aged over 50 years old makes up 38% of the New Zealand population and this is expected to rise to as high as 43% by the year 2025.

“Often overlooked by advertising, there is an opportunity to

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