4 weeks ago
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Mature women are spending more money across most beauty and personal care categories than younger women, so why aren’t more brands targeting them in their marketing? This week, I’m looking at campaigns focused on “mature women,” which often refers to female consumers above 40 or 50 years old. Additionally, new category launches from brands including Charlotte Tilbury and Josie Maran, Jake Gyllenhaal’s new fragrance gig, and can’t-miss headlines.
Anchored by “Mature Women’s Day,” Laura Geller’s campaign targeting women over 40 results in 45% sales increase and a media halo effect
According to new 2023 data from market research company Mintel, women over 40 spend more money on most personal care and beauty categories, including skin care, body products and hair care, as well as oral care and deodorant. Where younger shoppers spend just slightly more, however, is in cosmetics and fragrance. This signals that employing more nuanced messaging to reach mature women is a growth opportunity for industry marketers.
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