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Mature woman holding dropper to represent skin care products for woman over 50

When selling a product, marketers look for target audiences with a specific demographic. Products made for women with a focus on fluctuating hormones have been surfacing. However, women 50+ are not forgotten, they are the new demographic. Products targeted to mature women 50 and over and their distinct needs are emerging. As of July 1, 2019, in the U.S. there were 10.39 million women aged 50-54 and 11.23 million women aged 55-59, according to A 2019 AARP study, found that 70% of women age 40 and older want to see more perimenopausal and menopausal beauty and personal grooming products.

Grace Creative is a woman-owned marketing and advertising agency, which specializes in advertising to women over 50. The company recently launched an Age Anthem video. The video is self-described as “a movement dedicated to changing the perception of what age really means for women over 50, and paving the way forward for all young women who will be 50 before they even know it. Real women don’t discount their age, because every single year of wisdom, perspective, and triumph counts.” Grace Creative invited women to join the movement and post a video or photo on social media using the #AgeisNOTjustaNumber tag.

Hair Care For Women Over 50

Hair care is one of the segments launching new products targeted to this segment. Better Not Younger is a hair care brand founded by women in their 50’s who make products targeted to women 40+ specifically designed for aging hair. The holistic hair care brand includes shampoos, conditioners, treatments, scalp care, and supplements engineered to address women’s internal and external changes in the body. Better Not Younger offers an online quiz to make recommendations for best suited products to address consumers’ hair care needs. To address the ever-changing hair needs of women, Procter & Gamble released Hair Biology, a collection of hair care products designed for women over 50. There are 10 SKUs and four ranges: Full and Vibrant, Soft and Hydrated, Silver and Glowing, and Styling Products. The line consists of shampoos, conditioners, and treatments.

Skin Care For Women Over 50

State Of is a new line of beauty and wellness products designed for perimenopausal and menopausal women that was co-created by Afra, a collective group of women. The products are available in four collections: State of Cool, State of Moist, State of Relief, and State of Repair and are vegan, cruelty-free and Leaping Bunny certified. Avon introduced Adapt Sync, a new skin care line of products designed for women in menopause that “offers holistic solutions for hormonal skin issues.” The first three products are: Dream Cream (night cream with turmeric to tighten and plump sagging skin), Hydra Rescue Serum (an “on-the-go” serum designed to support dry skin caused by the reduction in oestrogen) and Icy Cooling Elixir (facial mist to alleviate hot flashes). L’Oréal Paris launched Age Perfect Cosmetics, a new line of products for women who are 50 years old and older. The range contains over 100 SKUs, which “are tailored uniquely to the woman who believes the beauty category has forgotten about her and contains such ingredients as vitamins and minerals.” Age Perfect Cosmetics offers 10 different product types, spanning eye, lip, and face. For example, the brand features 30 shades of foundation to suit a wide range of skin tones. In addition, the eye products are formulated to be suitable for sensitive eyes while the skin care products are formulated to be hydrating and moisturizing for mature skin. In October 2020, Sephora added Dr. Zenovia skin care to its offerings. Dr. Zenovia skin care is designed “to address the visible signs of hormonal imbalances” and is available in a Benzoyl Peroxide Spot Treatment, a Repairing Moisturizer, a Soothing Moisturizer, a Brightening Moisturizer, a Retinol Night Cream, a Brightening Toner, an ‘Inflam-Aging’ Night Treatment, two different Cleansers, a Serum, Peel Pads, and an Eye Cream.

Expect to see more hair care, skin care and cosmetic products targeted to women 50+ to meet their fluctuating needs as they age gracefully.

Want to better understand this demographic? Let Trendincite LLC, a woman-run business, custom-design a virtual trend excursion, an age defying marketing presentation, a mature newsletter or a targeted webinar with Amy Marks-McGee as a guest speaker.

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