Consumers over 45 years of age are growing in numbers and currently represent nearly 50% of the female UK population. The figures are similar for other western markets, where older consumers are the fastest growing demographic. So why do most cosmetics and toiletries brands act as if this group does not exist? Imogen Matthews, consultant to the In-Cosmetics, investigates the growth opportunity for beauty brands amongst the 50 plus age group.
picture: Illamasqua
