I once read somewhere or other that we are more inclined to purchase something from someone who is within seven years either side of our own age.
So why don’t Advertisers take this on board when trying to market products to us?
Especially those in the beauty industry.
I’ve always loved make up and beauty products and always will no matter how old I get. As a former makeup artist it’s just part of me and I will continue to try new products. Even when I intellectually know that there will be days when my wrinkles would be better assisted by spac filla from the hardware store than expensive moisturiser from the department store.
However, why is it I get the feeling that Brands regard everyone from their 40s up as comedic fodder.
Why don’t we get to see believable, yet inspirational imagery that we can relate to? Not wrinkle free, photoshopped 20 and 30 somethings, no matter how gorgeous they are, advertising products designed for mature women.
It seems the huge focus on youth has diverted attention away from where society is heading. The population is aging dramatically. In the next 20 years the number of over 60s will double and they are rewriting the rule book of advancing years. That means, billions of potential purchasers who are surprisingly interested in way more than just the stereotypical products such as bifocals, funeral insurance, zimmer frames, wheelchairs, retirement homes and incontinence products.
So wake up advertisers. You need to better engage with the middle-aged and the elderly because ultimately the prize for you is going to be huge.
You see, we cannot look or act like 20 or 30 somethings no matter how much of your products we use or how much surgery we have. And we are not doddery old folk who have given up on life. Most of us just want to be the best 40, 50, 60, 70, 80, 90, 100 somethings we can.
Besides, the most valuable consumers for a brand are those who are prepared – and have the financial means – to purchase? In these times of economic slowdown, it’s older people, in general, who are better placed to retain their spending levels. In fact those aged 45-64 have the highest discretionary spending power. And according to Ad Research the greatest growth in the number of online shoppers is among the over 75s, closely followed by 55 to 64 year olds. Who would have thought it?
So let's get the marketing images a bit more realistic. Here, for example, is a picture of 101 year old Ruth who appeared on one of my favourite blogs, Advanced Style. 101 years old. No use of photoshop or cosmetic enhancements.
I would most definitely be more inclined to buy a beauty product from someone who looks 40 years younger than she is than someone who is in their 20s and 30s and looks it, wouldn't you?
Go on Brands, reinvigorate yourselves and be a little game to try something different. We are ready and waiting. The benefits may just surprise you.