The way companies can launch different products for people of different ages may be more likely to be recognized by older consumers. For example, the makeup brand MAC has set its aim to "adapt to all races, genders and ages." Wilmott believes that Olay has been relatively successful in this regard. Maybelline is aimed at female consumers around 20 years old; Redken and Garnier are mainly aimed at consumers in their 30s; Lancome and Kiehl are mainly aimed at consumers around 40 years old; and Ralph Lauren focuses on consumers over 50 years old. He said, "Olay is a good example. He introduces different products for people of different ages. No product can be universally available." For many companies, if they want to break into this lucrative 50-year-old consumer group, they need to adjust their marketing strategies, but it is certain that they will be rewarded. Teens (teens and pre-teens) Other cosmetic brands that previously focused on mature consumers are now starting to focus on the young market. Lancome began to introduce fruit-flavored lip balm to young women in 2003. Avon's Glam-A-Go-Go series also began to introduce blush, eye shadow and lipstick to teenagers. Briney pointed out that for people of this age, customers should be customized, that is, they should be able to match different colors, different products in a product box, and let consumers choose the color they need. And products. In addition, the novelty of the product also plays an important role. Mintel's global new product database, GNPD, shows that the lollipop brand Chupa Chups has successfully entered the perfume industry by launching I Love Me perfume and selling it by Coty. Its candy-like packaging is inspired by its Chup Chups lollipop. The teen makeup brand Hard Candy is also constantly innovating to introduce new products and packaging. For example, Lunch Box is a cosmetic case that puts all the cosmetics (such as blush, eye shadow and lipstick) into it. The little girls like it very much because they don't need any other cosmetics. Since teenagers are always experimenting with different new brands, when launching products for consumers of this age, manufacturers should pay attention to continuous innovation and find products that meet their needs. In order to satisfy the more discerning tastes of young people, unique formulas and unusual packaging are also very important. Pvc Enamel,Cartoon Pendant,Cartoon Pendant Processing,Customized Cartoon Ornaments Dongguan Jitie Technology Co., Ltd , https://www.tetsumet.com
Target consumers over the age of 50 have become more and more aware of the problem of population aging as the life expectancy of Western society increases. For example, in the UK, the number of people over the age of 50 has grown the fastest, increasing from 33% of the total population to 44% in 20 years. This means that about 20 million consumers are over 50 years old, and most of them are very healthy and pay attention to their image. But are cosmetic and detergent companies really paying attention to developing this important market?
Bob Willmott, chairman of the board of directors of market analysis and consulting firm Diametric*, believes that many market players ignore or misunderstand the consumer market over 50. He said that some concerns and considerations are understandable, as they believe that excessive emphasis on consumers over the age of 50 may alienate younger buyers. However, there are other opinions that are unreasonable. For example, the brand loyalty that has been established for a long time cannot be changed. The consumer group over 50 years old will be slow to respond to the modern sales model. He further stated that the aging of the UK population is more about opportunities than risks, but companies and market players should increase their sensitivity to these older people.
Traditionally, many companies have always liked to generalize all marketers who are "old" but smarter than 50 years old to be aware of the different needs of different people in this huge consumer base. Wilmott said, "In recent years, more and more evidence has shown that the concept of age over 50 is becoming more and more related. It is not so much a physical condition as it is a mentality problem." He said some recent ones. The survey showed that three-quarters of people over the age of 50 are less than 70% aware of their actual age. He believes that we need to have a more perceptual view of aging, perceive their physical age, health status, psychological age and lifestyle age, and then combine all of this information as a reference when we launch products.
Many manufacturers value the consumer group of adolescents before and after the age of 10 and under, because they prefer to try new products, especially because they are very fascinated with brand-name products. Because their age group is a very critical period, once they choose a brand, they may spend decades, so their brand preferences may affect the entire market for decades. That's why companies like Elizabeth Arden and Coty have chosen some young celebrities to act as endorsers to help sell, so that they can attract more young consumers to choose products that even use their brand for the rest of their lives. Elizabeth Arden's Britney Spears Curious fragrance was so successful because it caught their attention with Britney Spears, which young girls like. According to Claire Briney of Euromonitor, "With the Britney Spears effect, Elizabeth Arden has successfully captured the lucrative consumer market for young people, earning about $155 billion in annual purchasing power."
In-cosmetics consultant Imogen Matthews analyzed the market's development prospects for products launched by people in the two age groups (50-year-old consumers and young people over 10 years old). .