Older consumers are not getting the message when it comes to using anti-aging skin care, according to a recent UK Survey.The survey, conducted by research analyst firm Canadean, found that while 20 percent of UK consumers are concerned about skin ageing, only one-third of those who are worried have adopted a regular anti-ageing skin care routine. This indicates that marketers are failing to connect with a majority of consumers who are most interested in their products.
In the survey, 33 percent of consumers admit that they are worried about ageing,with respondents cross all age groups aged 25 and over expressing similar levels of concern. Moreover, 20 percent say that they are concerned about their skin showing signs of ageing, such as fine lines and age spots. However, less than a third of those who are worried about skin ageing have adopted a regular anti-ageing skin care routine: “There seems to be a gap between attitude and behaviour, as consumers are interested in counteracting ageing, but they do not adopt anti-ageing skin care routines.
Reasons for this behaviour could be price, product availability or consumers simply not knowing what products to use or how often,” says Veronika Zhupanova, an analyst at Canadean. Across all age groups who are worried about ageing skin, consumers aged 55 and over are the least likely to act on it. More than half of the concerned 55+ consumers have not done anything about their concerns – the highest number among all age demographics.
The research suggests that by focusing too much on young adult adult women, the Skin care industry missing out. Zhupanova adds: “Manufacturers don’t get their messaging right when they talk to older consumers. This group is comfortable with their age, they don’t feel old and they don’t want to be treated as desperately clinging to youth. To achieve success among those aged 55 and older, skin care producers need to offer them inclusive products that promote goodlooking, well-groomed skin as well as attractiveness, as opposed to treating their age as a burden that needs a relief.”
Posted March 25, 2015