Mature Beauty - UK - September 2009

Table of Contents

• Issues in the Market
• Key themes
• Definition -- Mature consumer
• Definition -- Anti-ageing products
• Market in Brief
• Lack of focus by the industry on mature consumers
• Over 55s: The stealth demographic
• Ageless beauty
• Product claims need to be realistic
• Packaging difficulties
• Older men
• Future
• Internal Market Environment
• Key points
• Multi-media
  • Figure 1: Use of mobile phones and the internet, 2004-08
• Active lifestyles
  • Figure 2: Visits to leisure centres, gyms and health clubs, 2006-08
• Leisure activities
  • Figure 3: Visits to leisure centres, gyms and health clubs, 2004-08
• Age-orexia and attitudes towards appearance
  • Figure 4: Attitudes towards appearance, 2004-08
• Health and wellness
  • Figure 5: Use of dentures, glasses and ailments suffered from in the last 12 months, 2004-08
• Unobtainable ideals
• (Some) magazines target older women
• Older models are an exception
• Broader Market Environment
• Key points
• Demographics
  • Figure 6: Structure of the UK population, by age and gender, 2004-14
• Age of retirement and life expectancy
  • Figure 7: Life expectancy of 55-year-olds, 2004-07
• Employment amongst the over 50s
  • Figure 8: Employment and employment rates, by age, 2007-08
• Legislation and regulation
• Competitive Context
• Key points
• Extending appeal beyond the 55+
• Competing with mainstream brands
• Men -- ageing gracefully
• Pensions crisis
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Value worth of the over 55s
  • Figure 13: Retail value sales of the UK mature beauty market, 2007-09
• The value of the anti-ageing skincare market
  • Figure 14: Retail value sales of the UK anti-ageing skincare market, 2004-14
• New categories have appeal amongst the over 55s
• Maturing market
• Segment Performance
• Key points
• Value worth of over 55s by segment
  • Figure 15: Retail value sales of the UK mature beauty market, by sector, 2007-09
• Falling penetration, but growing population drives growth
• Skincare
• Colour cosmetics
• Companies and Products
  • Figure 16: Brand map of the companies targeting UK mature consumers, 2008
• L' Oréal
• Lancôme
• Procter & Gamble
• The Body Shop
• Unilever: Dove
• Skin Wisdom: Restore & Replenish
• Denise McAdam: Time Defy
• Lulusplace.co.uk
• Channels to Market
• Key points
• Older people prefer to shop locally
  • Figure 17: Purchasing habits of cosmetics and toiletries, July 2009
• Boots
• Department stores
• Use of Cosmetics and Toiletries Amongst the Over-55s
• Key points
• Difference in usage habits by age
  • Figure 18: Difference of Use of Cosmetics and Toiletries amongst adults aged 55 and over compared to those aged 15-54, 2008
• Traditional habits drive use of hand lotions
• Giving up on make-up
• Worry lines drives use of skincare
• A hairy issue
  • Figure 19: Use of shaving products and razors amongst adults aged 55+, by employment status, 2008
• Age-related product use
  • Figure 20: Reasons to use face creams and lotions, 2004-08
• Three in four over 55s plump for moisturisers
• Younger adults more concerned by ageing
• Frequency of use of hair colourants, bleaches and lighteners
  • Figure 21: Frequency of using hair colourants, bleaches and lighteners, 2008
• Consumer Age-related Beauty Concerns
• Key points
• A fear of ageing
  • Figure 22: Body concerns, by age, July 2009
• Great expectations
• Impact of lifestage and lifestyle
• Health concerns
• Consumer Purchase of Cosmetics and Toiletries
• Key points
• Attitudes towards buying cosmetics and toiletries
  • Figure 23: Purchasing habits of cosmetics and toiletries, July 2009
• Over 55s stuck in their ways
• Importance of price
• Too many products may be confusing
• Appendix
• ACORN
• Advertising data
• Appendix -- Use of Cosmetics and Toiletries Amongst the Over-55s
• Use of Cosmetics and Toiletries amongst the over-55 and below 55s
  • Figure 27: Use of beauty and personal care products, 2004-08
• Skincare
  • Figure 28: Use of skincare products, by demographics, 2008
• Make-up
  • Figure 29: Use of make-up products, by demographics, 2008
• Haircare
  • Figure 30: Use of haircare products, by demographics, 2008
• Other toiletries
  • Figure 31: Use of other toiletries, by demographics, 2008
• Appendix -- Consumer Age-related Beauty Concerns
  • Figure 32: Most common age-related body concerns, by demographic sub-group, July 2009
• Appendix -- Consumer Purchase of Cosmetics and Toiletries
  • Figure 33: Purchasing habits of cosmetics and toiletries, by demographic sub-group, July 2009