Surveys and analytics available all over the internet will tell you over and over again that women over 50 spend more on make up than any other age group. We are ‘Gen X’ in marketing terms and quietly getting on with enjoying our beauty while Millennials are in a whole world of Instagram fantasy induced pain. We like Facebook and Twitter far more than Snapchat and Instagram and are more likely to have a disposable income to spend on products.
The beauty industry is hysterical over Millennials; frustrating for Gen X as the retail environment is increasingly built for the generation behind us. It’s an everyday assumption that women like me spend desperate hours in the search to look younger, will throw any money at a ‘cure’ for ageing skin and only have the menopause to look forward to. The concept of 50+ beauty bloggers or social content creators causes all kinds of confusion, apparently. Case in point is the assumption by the hosting brand at a dinner that I was the mother of the young blogger I was sitting next to.
So, a) if you’re inviting bloggers that are young enough need their mum as a chaperone you probably shouldn’t be offering them wine, b) if you make an assumption about age you are also revealing your misconceptions about what constitutes beauty and c) you are dismissing and diminishing the market that is most likely to be able to afford your products.
The relatively few older content creators that exist are the ones making the landscape change on-line. We don’t want to be like Kim, we want to be like us, and we want you to be like you. We’re not afraid, in the way that the beauty industry would like us to be, of lines or imperfections, a strand of grey hair here and there or a tummy that’s less than taut, and nor are we afraid of blue lipstick, leather jackets and a micro bladed brow. Today’s 50+ content creators are the front line of our generation leading the way in how not to feel apologetic and undermined by age.
I’m not being her mum, nor her agent, nor her chaperone. I’m just being me, representing you, a generation brought up to feel diminished and reduced by smile lines. Beauty is not one thing, it is an abundance of things, and we need to claim it and own it and most importantly, enjoy it.
*Generally speaking, Gen X is anyone born between 1960 and 1979, a Millennial is someone born between 1984 and 2002, while a Baby Boomer is someone with a birth date falling between 1940-something and 1964 (roughly). Gen Z is anyone born between 1995 and 2012.
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26 comments
YES – exactly this. Jane you say it so well, thank you x
ha ha as always you tell it like it is. I hate those marketing terms, they are so divisive and make massive assumptions about people of all ages. Keep doing what you’re doing, it’s a breath of fresh air.
And who are those born between 1979 and 1984, I wonder?
well, depending upon where you look the timelines have some flexibility – that’s a rough guide x
Xennials we’re a real niche demographic straddling gen x and millenials best and worst of both worlds.
I think brands like targeting millennials because they are more likely to get hyped up about a trend. It’s hard to say if companies nowadays are building a long term customer base or churning new products. Never will you see any other age group line up for everything. Whether that is waking up at 3am to buy sneakers or lining up for hours for Kylie products on the streets of soho NYC.
While people in older generations certainly have greater purchasing power, I have noticed that the fastest growing brands tend to be youth targetted. So I’m curious how people 50+ spend their money and why their purchasing power is not so influential? Is it that older customers are more discerning and thus have a more segmented market? I don’t know.
Aside: It’s always awkward when the sales person says hi to me (millennial) but not my mom,m (boomer), she’s the one with the $$$ lol. Only place I’ve experienced the opposite is Chanel boutique where they are much nicer to me when I’m with my mom so make of that what you will.
50+ place a great deal of faith in reliability and loyalty – so when I track links I can see where people like to shop – my audience love John Lewis, Marks & Spencer, SpaceNK for example – all places that have an older beauty consumer demographic as well as a reputation for quality. Although people of all ages come to my site, I *think*, although I don’t trouble readers for information about themselves, judging from tracking and where people land after they’ve been to my site, BBB readers are keener on higher price point products than products found in, say, Superdrug. Which suggests to me that they’re older. I’m pleased to hear that Chanel are nice to you and your mum – although not pleased that they aren’t as nice as when you’re on your own!
I’m born in 83′. In marketing terms, I guess I’m borderline Millennial. But it’s a bit more nuanced from that. My cohort grow up in an analogue age, but we were the first to have computers in our classroom and probably hooked up our parents’ first modem. Some of us finished school and got on the job ladder in time before the 08 financial crisis; some have been dealing with unpredictable freelance/contract jobs for close to a decade. Some are drowning in student debt. Some are (un)lucky enough to get on the housing ladder and have to deal with mortgages; some are pining for homeownership knowing there’s no way in hell that can happen. Personally, I’m old enough to tip my spending more towards skincare than pigments.
Point is, even “Millennials” have different spending power and objectives. I’m so tired of marketers thinking we’re all the same avocado toast-eating, millennial pink-attaired, Snapchat-using cohort. Marketers really need to stop with these broad assumptions.
I’m 26 but I agree with so much of this. Just because I am a Millennial does not mean I am hanging on the Kardashians’ every beauty release. I like brands that feel more authentic. I don’t always mind a gimmick but I have to feel connected with the brand for me to enjoy it I guess? I read this blog because Jane is real and I feel I can trust her. One of the reasons I have always liked Marc Jacobs beauty line is that they used Jessica Lange as a model without obliterating every crease on her face. (sure there was some smoothing but not to super extremes) I want to buy from brands that I feel will still want me as a customer in 40 years and for brands not to be thinking that way must be short sighted…
On the flipside of those feeling they are ignored at beauty counters- when I was first getting into high end make up when I was about 17/18 but looked younger, I often felt I was ignored at Chanel or Guerlain. I don’t know if it is always age or that sometimes counter staff have a bad habit of dismissing anyone who they don’t consider to fit with their brand or their perceived age bracket?
Thanks Jo for this insight… it’s really helpful for me to know this kind of thing – I try to write for all beauty lovers on this site regardless of age with the view that it doesn’t matter if you’re 17 or 97 – you can still enjoy a bloody marvelous lipstick in exactly the same way. I try to take age out of it because in so many cases it just isn’t relevant.
I’m 41, and have money to spend. I visited Mac in Selfridges Trafford Centre the other week- feeling spendy and wanting to treat myself. I was ignored, blatantly. The assistants made a beeline for the younger girls and I ended up leaving,feeling old beyond my years and very deflated. I’m really pleased that you speak up about these issues. More fool Mac/whoever for not seeing me as a valid customer- I really was looking to splurge!
That’s a horrible experience and I’m sorry you had it. Please don’t feel deflated by it – assistants are trained in a particular way which could literally be on the whim of the latest marketing manager – it’s not you and it’s not them – it’s a bright spark who knows no better in an office somewhere working to a marketing plan around the consumer they think they have rather than the consumer they actually have. MAC, incidentally, has a predominantly 35+ audience and isn’t doing as well as it used to in the face of the new competition. Try some Huda (Strobe gloss or palettes) – I absolutely love it and it can give MAC a run for its money any day.
I’ve had the same experience with Mac, showing younger than me’s how to use the products… they walk off without purchasing anything… I’m waiting patiently with my money in hand to pay, being overlooked… like you say, there are lots of other just as good, friendly brands out there…..
I actually can’t believe this. I would’ve been shocked and stunned – how patronisingly horrendous, especially from a brand that has enough belief and interest in influencers to host an event for them. This is the very reason I set up Thirty Plus, but even with that we have our struggles; they always want to default to the largest in number or the youngest and most aspirational, not necessarily understanding the power the older bloggers have – and the potential they hold.
Being fair, he was mortified and we got on like a house on fire thereafter – BUT I hear you – there is a cookie cutter ‘influencer’ perception and if you buck that trend you have to educate around it. I did ;-))))). I’m really proud to be a member of 30+ where it’s not about the selfie but more about the realie. Beauty and age have no relationship whatsoever if you have the mind set that beauty can be many things.
I also get really peed off when I see all the bloggers are such wonderful friends and the brands basically bribe them with these wonderful hotel/parties/dinners so of course they are going to bang on about how great the product is!!!
Plus
“Oh I’ve been sent all this lovely expensive stuff which you HAVE to have.
I only really trust your opinion Jane
Xx
Thank you Sarah! This is an age old issue – if you take beauty opinion take it from someone you trust and can relate to and edit out the rest. There are lots of bloggers/vloggers still being very honest about products. x
As a Baby Boomer who has let her hair go grey ……. she would have thought I was the Grandmother!!! LOL
As a baby boomer I spend more now than ever, plus I have a host of millennial family to fund with products, as they never have any money but want what the internet sells them as the latest ( must have ) I love my wrinkles they mean I have laughed, love my grey, saves a fortune on salon colour and my stretch marks are proof that I will always be surrounded by love, so nothing to dread about getting older. Nice post Jane as always, ps did your blogger daughter get home safe Lyn x
Yes, I tucked her up in bed with a mug of cocoa and a bed time story!
I think it’s a little misleading just looking at brands showing growth. That by default means they were less successful before. As a 50 something, I will try a lot of new brands but I do tend to be more satisfied with my established favorites. These brands like Chanel tend to have products that are versatile and provide me with a good experience. They might not be on a fast growth curve….but they have consistent sales.
Personally, if I see a brand is focusing on something like a unicorn highlighter…..I just move along to another brand. I want to give my dollars….and it’s a lot of them….to brands that remember that there is an older customer that needs high quality products.
This is why Chanel is consistently a favourite – they’re aspirational but also versatile and high quality. Brands faff so much with their own stats that they pretty much ALL claim significant growth and success and it depends entirely on what stats document or report that you read..
Woo hoo, well said!!!
Jane – you pegged it! I also want to thank all the commenters to this post – lots of great thoughts and illustrative experiences noted here. I learn a lot from both you, Jane, and your very savvy readers. Thanks!
Julia
Jane, so well said as always and I agree with so many comments others have left! Not entirely sure where I fall in these different generations as I was born in 1982! But I actually think that might be half the problem. Brands and marketing departments are so focused on what bracket or group you fall into because of course, we must all fit into a nice tidy little box so we can all be “targeted” efficiently!
Why do we have to all be judged and labelled so we can be sold to? Perhaps I’m just nieve but can’t we all just enjoy makeup and beauty regardless of whether we are 22 or 82, how much money we earn, how many wrinkles we do or don’t have, what dress size we wear, whether we are male, female or gender fluid come to think of it? I feel so many beauty brands are missing out on potential customers because they are so laser focused on who they think they should be selling to, they end up alienating big swathes of people.
From my own shopping experiences, there are some brands that I wouldn’t shop with now or avoid going into their stores because I’ve been instantly judged as soon as I step in the store for not “fitting in” with their idea or look of their core customer whether that’s for how or I look or how much money they think I do or don’t have.
Having worked in retail in the past I’ve been on the other side and seen how staff are trained to identify customer types and I get it you can’t be all things to all people and you have to sell, but why are we so quick to judge what someone is looking for, just becasue you happen to be in your early twenties doesn’t mean you aren’t looking for quality or because you are in your fifties you aren’t interested in current and future beauty trends. Perhaps some brands could do with asking and listening rather than imposing on beauty lovers and consumers?
I guess because when I were a lass the look was for much less makeup, when I was in my 20s I never really felt that things were being marketed to me (except clear mascara and Poppy King lipsticks). And now I am in my mid 40s I don’t feel like anything is being marketed to me either.