Looking Good No Longer The Preserve Of Young Women

No longer the domain of young female adults, being image-conscious is something that increasingly concerns older generations, including men. Canadean, the consumer research company, found that consumers are associating image with success, even though women are still more likely than men to feel the pressure to look good. Young adults (aged 16-24) are most likely to link success and image, but 60% of those over 55 years old are also making the connection. Canadean also found that in major economies men used skincare products on 453 billion occasions in 2011, and this grew to 557 billion by 2015. As the image-conscious age, so will demand for categories such as anti-aging products, and the rise of the selfie culture reinforces the need to address perceived skin imperfections. Brands might leverage this opportunity for marketing to older consumers who increasingly feel the need to be “photoready”.