Older Women Want To Look Youthful Like Cher
The older generations are defying old age and a spending more to look younger.
Escentual.com has found that their older client’s expenditure has increased by 210 per cent in the past year to £255 from £120 a year.
This figure exceeds the younger generation’s expenditure, even the 25-30 year-old category which usually spends the most.
“We have seen a huge growth in the past year in beauty sales to people well past middle-age. It's been practically an exponential growth in the past 12 months for the over 50s and 60s age group, and we have many customers on the site in their 80s.” says Louise Reed, Head of Marketing at Escentual.com.
We’ve all seen the pictures this week of 66-year-old Cher wearing skin tight trousers, looking at least 10 years younger, and instances like this are what the site believe to be boosting their sales.
Louise says, “There is increasing pressure to keep young and beautiful from the media and society in general and this has increased as there more and more youthful images of older celebrities.
“This growth has been constant over this time and seems to have been totally unaffected by the recession, unlike some of the other age groups of customer that we have.”
It’s not only older women that are hoping to stay wrinkle free, Escentual have experienced increased sales in men’s products.
Louise says, “Number of men in their 50s and 60s have increased significantly. Previously this male age group would not have spent any money on moisturisers and eye serums but they are buying large quantities now. Numbers are still lower than that of women but there has clearly been a huge shift in opinions here.
“Many men are concerned about looking over the hill and in an increasingly competitive work place where being over 40 is not seen as a good thing, they are trying their best to look younger.”
Although the need to look nice using make-up is something that attracts buyers to the website, Louise insists it’s the anti-aging products that are drawing in clients.
She says, “A lot of our customers are looking for anti-ageing products that slow the appearance of facial wrinkles and lines and many are looking for products that turn back the clock on other specific parts of the body but without the need for any surgical procedures.”
Cara Mason