The cosmetic market for senior public

The Brazil already has 25 million people over 60 years, which account for 20% of consumption, and those numbers will grow. The forecast is that by 2040, one every three real spending in the country come out of their pockets. To meet this growing audience, the first step is to understand your thought, your needs and your desires. In March, the Brazilian Association of the industry of personal hygiene, perfumery and cosmetics held a seminar in São Paulo for executives from leading companies in the sector. The event featured talks by experts from the world of Marketing consultancies, eCGlobal and REDS, which presented the results of a study done with 382 women over 55 years of classes A, B and C, in all regions of Brazil.
Profile picky
The seminar showed that the senior public still finds few products that meet your specific needs. These consumers have more time, more life experience, are demanding, critical, selective, sensitive to change and 72% leave home every day – tearing down that old image of that Grandma and Grandpa that just sit in the living room watching tv or doing knitting. "Quite the opposite: 74% are enjoying life, just 23% are leading to life and only 3% are leaving life," says Bruno Mello, founder and CEO of World Marketing, referring to the three levels of life satisfaction identified by the study. A given attention: how to have free time, go to the market five times a week, on average.
Information on the internet
Most of them joined the digital world: 64% have smartphone, 89% communicate via WhatsApp and 15% have Facebook account (of these, 83% access every day!). The internet is one of the main sources of information about products and beauty treatments to 47%. The number is the same as the ones you inform through catalogues of products from companies that operate with direct selling.
Wise and faithful to brands
The life experience makes them quite sensible in time of consuming. For example: 70% claim to never shop on impulse. Are careful with money, maintaining fidelity to brands that elect. As well as the other parts of the population, are also suffering from the crisis. Claim to have cut spending on items such as movies, travel and clothing, but maintained or increased the consumption of products of personal hygiene, perfumery, cosmetics and electronics.
Seek health and beauty
If the brazilian is one of the most vain women of the world, this habit remains on track: 80% of senior use cosmetics and 57%, makeup. Want to take care of health and beauty. "Nine out of ten surveyed seek specific products, since skin and hair suffer changes with age," says Karina Martinez, Director-President of the REDS. This audience appreciates a combination of natural assets with technology. "While some focus on health rather than fight the signs of age, others want to high-tech products that deliver effective results and long-term", explains Fernanda Pigatto, company director of Beautystreams trends.
For skin and hair
Bother, wrinkles and sagging, and beauty routine care, they keep anti-aging moisturizing and sun protection. "Product for neck and neck, with light texture (but moisturizer) and high concentration of assets, such as argireline, attract that audience to reduce the depth of wrinkles," says Fernanda. Already in nécessaire de makeup, lipstick, Concealer, bring pencil for eyes, base with FPS, mascara and BB Cream. "Multi-function Products that slow the aging process of the skin, combat blemishes, wrinkles and alisem breaks the skin are welcome. Better still if they provide natural cover and color adaptable to all skin tones ", details the principal of Beautystreams.
In the body, coexist with spider veins, localized fat, sagging and dry skin, apply moisturizer (including specific to hands and feet) and sunscreen. The main concern with the hairs are the white wires, followed by fall and dryness. So, the pré-xampus in oil boom, which at the same time improve the appearance of the goosebumps and dry and take care of the health of the scalp, retrieving volume, density and brightness.