L-R clockwise. Leon Bailey-Green (Editor, Upper Clash), Miranda McMinn (Executive Editor, woman & home), Kevin Davis (Creative Director, The Designlab), David Lockwood (Co-founder, The Tapestry Agency), Dr Max Gowland (Founder and Managing Director, Prime Fifty), Anna Cusden (Managing Director, Look Fabulous Forever), Stelios Pardalakis (Founder, Stellar Search).
RETAIL COMMERCE DISCUSSION, Episode 9
Meeting The Needs Of
The Over 50s Consumer
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This time round we were joined by leaders of brands dedicated to the older consumer.
Prime Fifty and Look Fabulous Forever are two brands selling beauty and wellness formulated for the specific needs of over 50s, whilst woman & home magazine is the publication aimed squarely at the older woman.
Prime Fifty is the brainchild of Dr Max Gowland, a former innovator at blue chip companies such as Procter & Gamble and Reckitt Benckiser. Using data on eating habits, from Public Health England, he recognised the over 50s were deficient in many nutrients, thus spotting a gap in the supplement market “it was obvious we could develop a brand which was tailored for that age group” he said.
At the age of 65, after finding make-up didn’t work well on her skin, Tricia Cusden set up Look Fabulous Forever, a beauty brand for older skin. Her daughter, Anna Cusden, the company’s managing director, said “Our customers appreciate that we show older women with wrinkles, with grey hair” – a contrast to the many beauty brands which push an anti-ageing agenda.
Similarly, readers of Woman & Home magazine find it refreshing to see ladies of their age represented in the media. “When we feature models in their 40s, 50s, 60s and 70s, we’re inundated with positive responses” said executive editor Miranda McMinn.
Max, Anna and Miranda were joined by Kevin Davis, Stelios Pardalakis and David Lockwood for this discussion hosted by Upper Clash editor Leon Bailey-Green.
Stelios, from marketing agency Stellar Search, revealed which social networks are best for targeting the 50+ demographic, and how their use of e-commerce has changed in recent months.
David, from marketing strategy firm The Tapestry Agency, says attitude needs to be considered alongside age pointing out the need to use other data points to understand customers.
Kevin, from creative agency The Designlab, spoke of the older demographic’s e-commerce preferences, highlighting how they might prefer to consume content.
Scroll down for the long edit.
Using younger models when targeting older women – 1 minute 57 seconds.
YouTube, QVC, Facebook… channels used by the older demographic – 1 minute 52 seconds.
Has the older consumer grown accustomed to e-commerce? – 1 minute 42 seconds.
Content that engages baby boomers – 2 minutes 1 second.
User experience preferences and considerations for older users – 1 minute 22 seconds.
Segmenting the wide pool of over 50s – 1 minute 23 seconds.
Finding external data to understand customers – 55 seconds.
The gap in the over 50s market – 2 minutes 3 seconds.
Using print to target the mature customer – 59 seconds.
The Long Edit – 24 minutes 36 seconds.