Older women more brand loyal

Women over 50 are more loyal to their favourite beauty and personal care brands than younger customers. 

According to a US consumer panel held by market solutions provider Kantar Worldpanel, 65 per cent of woman aged 50 plus stay with the same brands.

This age group is also less concerned with price and more focused on quality than their younger counterparts. 

The research showed that the emphasis for this clientele is on addressing the skin-care concerns they already have, rather than preventing further issues from arising. Their primary skincare concerns being fine lines, wrinkles, sagging skin and loss of elasticity and firmness, as well as dry skin. 

However, while 49 per cent of women said they “do whatever they can to look young”, only 21 per cent said they useanti-ageing serums or creams. 

Just three per cent of men over 50 admitted to using anti-ageing skincare products.