The reservoir of brands that speak to all women over forty-five are limited. What’s even more curious is the legacy data, which the beauty industry appears to rely on, overlooks this demographic to purchase more innovative products. This results in companies heavily marketing to consumers under the age of thirty-five. Perhaps the assumption is that by the time you reach mid-life your sensibilities, loyalties and inclinations are baked. Further, this type of mindset tends to render the perception that consumers over forty-plus are invisible. Counter to societal beliefs, forty plus is not less than. Today, this demographic represents chart raising buying power and they are redefining what it is to age well. It's clear that there needs to be a more pronounced discourse about skin wellness over forty. There is no shame in aging. We should speak more openly about perimenopause, menopause, shifting hormones and the impact on skin from head to toe. Further, informing brands to up their respective game by equalizing how they market to all consumers they claim as customers may also help to boost changes within the beauty sector. Fine lines, wrinkles, loss of elasticity, hyperpigmentation, crepiness, hormonal acne, melasma, and dark stops are far more of a real issue in mid-life than for the younger set. The over forty consumer requires products that have a direct effect and actually work. It would be helpful if most brands led with information about what ingredients do and how they should be used instead of the standard brand marketing "speak" (anti-aging, redefining, moisturizing, etc.). There are some established and emerging brands that consider and speak to skin over forty—we are grateful for their focus. However, the majority of brands may want to revise their scope. With a valuation of $135 billion globally as of 2018, the beauty/skin care industry should recognize that there is a willing audience of mature buyers that consider themselves visible and worthy. For information about enhancing how you take care of your skin and products that may work for you click here.
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