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Changes Bring Opportunities
By: Liz Grubow
Posted: January 23, 2009
page 4 of 4
Tapping into the skin care needs of menopausal women is vitally important, especially given that in 2009, the proportion of the global population aged 50 and older will exceed 30%. The unprecedented challenge and unique opportunity facing skin care manufacturers is how to reach out to and maximize the potential of the consumer aged 50 and above.
Communication between brands and consumers will need to be guided by sensitive, individualized approaches rather than by casting a net to all women over age 50.
Addressing the specific conditions of menopausal skin will further increase market fragmentation and shift even more mass marketing to mass customization. Targeting this fast-growing segment with multiple-benefit products that increase the value of antiaging skin care products by helping to address conditions of menopausal skin is a wise strategy; however, the strategy needs to be coupled with a nomenclature format that is considerate to personal and cultural sensitivities.