It suddenly seems that everywhere we look, there are "anti-aging" products being offered to consumers. There are even ads for "anti-aging jeans" and suggestions for organizing an "anti-aging dinner party".
But nowhere is the anti-aging theme more prevalent than in skin care marketing and promotions.
Aiming at the "Target"
Gone is the perception that "anti-aging" refers to old women slathering their bodies with miracle lotions that will magically make their wrinkles disappear. Today the concept of anti-aging concerns not only older women (over 50), but also consumers as young as 20. Even men are getting into the anti-aging game particularly as it relates to skin care.
Skin care advertising has taken on a life of its own, aiming its arrow straight toward the "Baby Boomers" target. And they appear to be hitting the bulls-eye. This group of Baby Boomers makes up the largest portion of American consumer spending power and consequently takes the top spot as the money-making demographic for these anti-aging skin care products.
This "market clout" is suddenly shaping and changing the landscape of many major industries, but none more than the skin care marketing arena. Studies show that most Baby Boomers believe that their best years lie ahead so they are seeking solutions that address issues such as health, appearance, energy, etc. Marketers have found it necessary to get into the minds of this demographic and examine the core values, buying behaviors, and emotional factors affecting their purchases.
Who are they?
They are self-confident, they are in control of their lives and they continue to embrace the whole learning experience, no longer content to spend their "golden years" sitting by a window and watching life pass them by. They are flexible, so they embrace change. They are receptive to new products, especially in skin care offerings because they feel youthful and want to be perceived as such. And they have the money to spend on them.
This group of 77 million Baby Boomers represents the largest consumer group for anti-aging skin care products by virtue of their number and their spending power. By 2020, it is estimated that a quarter of the population will be over the age of 60. This shift can only produce positive results for the marketers of skin care products, if they listen to their target market and adjust accordingly. This demographic is comprised of busy consumers who want to see fast, noticeable results.
Generally the primary target group for these anti-aging skin care products is women 35 and older; however, some skin care marketing is targeting a wider range of age groups with different products and messages. These are ranging from "preventative" (for the younger population), to "treatment and repair" and "reducing the signs of aging" messages for the more mature segment of the target market. But most appear to be interested in the "natural" aspect of the products they are being offered.
Simply put, these Boomers are a captive, self-absorbed market with a sense of entitlement that they're going to stay young and live forever, not seeing a future time when they will ever be "old."
Delivering the "Message"
Paging through any magazine - particular those aimed at this demographic of Baby Boomers, one will see a multitude of skin care advertising touting the benefits of their anti-aging products. Let's take a look at the message being delivered by some of the major players in the skin care game.
L'oreal
"Need age intervention? In just 4 weeks help redefine the curves and contours of your face. Now you can boost your skin's natural collagen."
Maybelline
"Instant Age Rewind Double Face Perfector"
Olay
"REM: Restores, Evens tone, Mends. Reduces the look of discoloration and wrinkles." (Their ads drive consumers to a "personalized skin care consultation" at their website.)
ROC
"Do your hands give away your age? Retinol Correxion Hand Repair."
"The Promise: we'll give you 10 years back."
Aveeno
"Wake up to firmer, younger-looking skin". "Firmer eyes for a younger outlook. Natural beauty is ageless."
Shiseido
"An essential infusion of nutrients for maturing skin."
Perricone MD
"Ceramic Eye Smoother...New Anti-Aging Treatment"
Curel
"With menopause comes new changes. New strength. And new ways to comfort skin."
Neutrogena
"When your hands look younger, so do you."
ArteFill
"Freedom from laugh lines."
This list truly could go on and on, but the common message is clear. And marketers of skin care products are really going to have to deliver the one-two punch to break through the clutter of products and messages being delivered to this savvy group of consumers.
Wrinkle RewindJohn Hall represents CuDerm, a skin analysis and skin care promotion company that transforms promotional material into interactive marketing tools.