Mature beauty brand ambassadors such as Helen Mirren and Jessica Laing have helped make women over 50 the UK’s biggest buyers of beauty products, according to research conducted by beauty retailer, Escentual.com.
The over 50s spending boom on beauty has been put down to cosmetics companies using older beauty ambassadors. In the past year, Helen Mirren, 69, and Jane Fonda, 76, were both chosen to promote L’Oreal Age Perfect day cream, while 53-year-old Tilda Swinton acted as brand ambassador for Nars along with Charlotte Rampling, 69, and 65-year-old Jessica Lange was chosen to promote Marc Jacobs beauty.
Women in the 45-54 age group are now spending £2,238 annually on beauty products – up 4.1 per cent on previous years – while those in the 55-64 age group have shown the biggest growth in the UK with expenditure of £2,190.45 – up 4.9 per cent – now making them the second highest spending group.
Women over 60 now account for a quarter of all beauty sales in the UK – more than double than it would have been a decade ago. Total average expenditure on beauty for women between the ages of 50 to 70 is now up to £43,446 – which makes them the biggest spending age group for the first time – and women over 45 now account for 58.14 per cent of the beauty market.
Escentual.com beauty director, Emma Leslie, commented: “The peak age for women to take care of their beauty is now 49 – this is the tipping point age now when many women realise they have to try harder to keep their looks. Back in the 2000s the peak spending age would have been around the late 30s.
A lot of this shift is also down to the use of older brand beauty ambassadors like Helen Mirren and Tilda Swinton, but women over 50 now tend to have more active social and work lives and so are more inclined to make sure they keep their looks. They are much more likely nowadays to pay for premium products to help maintain a more youthful appearance.”
The peak age for women buying beauty products is now 49 – over ten years older than the peak age a decade ago. Women past that age continue to spend more on cosmetics than their younger counterparts, with the research showing that younger women also tend to buy cheaper brands than more mature women.