Ageless beauty: How to speak to the 50+ crowd

London – At our Polarity Paradox Preview Network Evening, held at The Future Laboratory HQ last week, LS:N Global reporter Rowland Manthorpe spoke to Imogen Matthews about the Flat Age Society and the untapped potential of the older female beauty market.

Matthews, a beauty editor, consultant and publisher of the 2012 report, Older Women: The Forgotten Demographic, explained why this group has been ignored and how to reach 50-plus female beauty buyers. ‘There is a huge scepticism among these older consumers,’ said Matthews. ‘The ads don’t speak to them. It is all aimed at younger consumers. There has to be some acknowledgement that when older women shop, they have different concerns.’

For more, watch the conversation above, and see our preview of the Flat Age Society.

For tickets to The Polarity Paradox, our Spring/Summer Trend Briefing, visit our Eventbrite page.