Beautiful Boomers: What Flat Age women really want

09.07.2014 CEW : The Future Laboratory : The New Age
Beauty; The new age by The Future Laboratory

London, New York – What do Flat Age women really want? That is the question LS:N Global set out to answer at a recent presentation for Cosmetic Executive Women (CEW.)

Industry experts including Linda Rodin, Anna-Marie Solowij, Michelle Feeney, Caryn Franklin, Seven Brown, Ed Burstell and Cindy Joseph shared their opinions on approaching the later stages of their lives and their changing relationship between beauty and age. 

What was the main take-out? For this group, images of 20something models fronting advertising campaigns for anti-ageing products seem incongruous, and will no longer do. The visual language around age or products aimed at older people, is out of synch with their vibrant cosmopolitan lifestyles.

'We are bright, spirit-able and knowledgeable,' says Michelle Feeney, former CEO of PZ Cussons. 'Brands in the beauty industry just aren't recognising that. We know we are worth it. We don't need to be told that.'

For more, watch the video above. For more key take-outs from our CEW presentation, read our Flat Age Men's Skincare market report and our Grey Matters microtrend.

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