As the baby boomer generation gets older and half the population is over fifty years of age, there is more of a need to cater to people over 50. But unlike previous generations before them, they are not in the mood to hide signs of aging. They are much more interested in looking great at any age.
In the She's Still Got it report, not one respondent desired to eliminate wrinkles. In fact, only 15 percent expressed the wish to look younger at all.
This is not the only sign the older generation are embracing signs of aging. A Euromonitor survey found that over half of the people 60 years and older preferred skin care products that did not have anti-aging claims. Only 35 percent of responders 60 and older used anti-aging products.
The products of choice are skin care products that moisturize dry skin and restore luminosity, as well as makeup that doesn't get stuck in creases. They also want to blend shades of gray instead of cover it up like previous generations. Older women are embracing it as a fashion accessory, preferring lighter tips and darker roots of the gray hair. They also like hair products that add shine and volume while smoothing out coarse hairs.
With the older generation making up 45 percent of total annual beauty product purchases, the beauty industry is finally listening. Marketing campaigns to show beauty at any age have started to pop up, but a lot of the older generation still feel cynical about these marketing efforts after years of feeling alienated by advertising and products in the beauty industry.
They are frustrated by everyone older than fifty being put in one single group when the needs and wants of people in their fifties are much different than those in their eighties. They are also annoyed by being patronized by people in the beauty industry and frustrated with stereotypes like being technologically illiterate.
In reality, those fifty and up are very adept with technology. Social media usage by those fifty years and older has increased 30 percent in recent years. They watch YouTube makeup tutorials, shop online for beauty products and research products and how to look their best. Because of this, it only makes sense to put more information online to help this generation.
They want to be treated the same as everyone else and want access to consultants who are knowledgeable in beauty issues and remedies for people their age, like Cosmos Clinic.
One thing the older generation can do is use moisturizing lotions and body butter to replenish the dry skin. As people get older, their skin has less moisture in it. So using lotion will help that.
Another thing they can do to age gracefully is to use light-touch hair color dyes to blend grays without trying to hide it. A good look is darker roots and lighter tips. In addition, use conditioners made to volumize hair to combat thinning hair.
Avoid foundations that will sit in the creases and go light on the makeup. These are only a few tips that can help you look your best at any age.