What makes a skin care brand popular with women over 55?
A look at the top five brands that this demographic purchase, and are more likely to buy than other age groups, can provide some insight.
Data exclusively obtained by Cosmetics Business from Numerator, a data and tech company for market research, reveals the brands that female US shoppers over 55 are most likely to buy – many of which are highly popular skin care brands in other countries too.
And these brands share some key things in common, such as affordability. With price points that hover between mass to mid-market, the products are generally seen to be good value and this is a positioning that resonates with over 55s.
According to Kantar, the UK beauty consumer in this demographic typically spends slightly less than the average shopper at £11.15 per product compared to £11.67.
Another hallmark that these brands share is that their products are recognised as clinically proven or dermatologist-recommended, and have built a heritage around quality and trust.
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