1. HBA Global Expo 2010
Thursday, September 30th, 2010
Anti-aging and
the new face of
40…something
Presented by: Alisa Marie Beyer
Founder & Creative Director of The Benchmarking Company (TBC)
2. About Alisa
A proven entrepreneur, Alisa Marie Beyer has built and
sold three companies and is now the Founder and
Creative Director of The Benchmarking Company (TBC) –
the beauty industries #1 consultancy for consumer
research, brand strategy and product development. We
help clients build brands and products women want to
buy. As the “McKinsey of the beauty industry” TBC
serves our clients at every stage of development,
consumer insights and intelligence, and brand strategy.
Serving our clients at every stage of development – from
startups to 13 of the top 15 global beauty companies –
we intimately understand the industry, the consumer and
the market. We become an integral part of each client
project team and we work together every step of the way.
The publisher of the “must read” Pink Reports® and
WomenTrends® we keep our finger on the pulse of the
industry and offer unparalleled consumer intelligence and
proven methodologies.
4. State of Face: The Emotion, Power and State of
Women in their 40’s…or as we like to say, the
sweet spot of the anti-aging market.
George Bernard Shaw has been famously quoted as saying, Youth is wasted on the young, and for the most
part, he’d be right. However, with longer life-spans, changing perceptions on aging, and the unprecedented
discovery of truly miraculous new technologies to turn back the clock, youth is no longer the exclusive
domain of the young. Today, we are going to talk about the 40-something woman:
■ Who she is (she’s the woman we all want to be)
■ What she looks like (she wants to be gorgeous)
■ What she thinks of aging (not for her yet, thanks!)
■ Why she is our biggest opportunity
5. A cultural shift: our
perceptions on aging have
changed, and the survey
says? Looking younger is
no longer acceptable.
As the median age increases, the anti-aging product
market is poised to continue its expansive growth, with
40-somethings sitting like a cherry on-top. 69% percent of
American women have used anti-aging skincare or
makeup products on their faces or bodies in the past 12
months, a powerful indicator for a market segment that
has only just defined itself fully in the past 15 years.
6. Women are obsessed
with finding the fountain
of youth and not-aging
for as long as possible.
As a society, we no longer want to look our age, let
alone look older. Instead, women are expected (and
desire) to look as young and youthful as possible,
well into their 40s, 50s and beyond. And with good
reason: they are more educated, have more money,
longer careers, and fewer reasons than ever to go
quietly into the aging twilight. The anti-aging industry
has heard this call and answered it with products,
techniques and technologies that will do what it
takes to keep women looking young.
7. Core Facts: If it’s dry, we moisturize it. If it sags,
we lift it. If it frowns, we smooth it. If it droops, we
tighten it and it if deflates, we fill it. These days,
there is a cream, serum, needle or knife for just
about every aging concern.
■ Good old fashioned topical skincare
■ Botox or other injectables
■ Fillers
■ Dermabrasions and re-surfacing
■ Lasers
■ Nips, tucks and everything in-between
8. Growing old gracefully is out. Today’s woman
wants youth-on-demand.
For several seasons, it’s been in vogue to say that 40 is the new 30, and with good reason. Today’s 40-
something women are in their prime, are enjoying successful careers as well as embracing motherhood, and
are as beautiful (or more?) then when they were in their 20’s or 30’s. We feel better at 40 — so we want to
look good too!
9. Our celebrities look younger than ever
before!
The celebrity 40-something woman personifies what it means to be 40 and fabulous in both an
aspiration and inspirational way. With their seemingly picture-perfection, celebrities in their 40s are no
longer considered past their prime or old. They are at the nexus of their careers, their lives and even their
looks as they all seem to have the smooth hair, lustrous skin and glowing complexion of a woman half
their age. And not only that, these women seem to never age, many juggle successful careers with
motherhood, and they do it all in the public eye. Celebrities are expected to be ageless, and women
everywhere are only too happy to try and follow their example.
10. Stars Over 40 Dominate September Magazine
Covers
Judging by the September issues of the fashion glossies,
being over 40 definitely doesn't equal being over the hill.
Harper's Bazaar features 41-year-old Jennifer Aniston, Elle is
fronted by 42-year-old Julia Roberts, and Vogue's cover girl is
Halle Berry, who turns 44 this Saturday. And did we mention
that 41-year-old Jennifer Lopez is looking mighty fierce on
Glamour?
"They're cool, fashionable, interesting, compelling — they have
something to say," Harper's Bazaar projects /features director
Laura Brown told the publication. "I love that they've grown
into their style. One of the things about getting older is you do
grow into your sense of self. You don't look victim-y anymore."
More magazine editor-in-chief Lesley Jane Seymour agrees,
saying that stars like Aniston, Roberts, and Berry have "real
style, real staying power, real beauty."
(Source: Marino, Mark. “Stars Over 40 Dominate September Magazine Covers - Is Our Youth-Obsessed Culture Over” Stylist.com. 8.11.10)
11. M.I.L.B
(Mom I’d Like to Be)
The mom I’d like to be successfully
juggles kids, a home, and a life of her
own. And she looks good doing it!
12. A general overview of the
anti-aging market and
where it’s going:
■ Total anti-aging skincare global market size:
$6.6 billion (by 2011)*
■ Total US anti-aging skincare market size:
$2 billion (2010)*
■ 97% of this market in the US is anti-aging facial
skincare (versus body)*
■ The US skincare sales only fell by 1% in 2009,
with anti-aging sales rising by 6%**
(*Source: Mintel Anti-Aging Report 2009)
(**Source: Datamonitor: Opportunities in the US Beauty Industry, 2010)
13. The 40-something woman
is a powerful, busy, educated
group of women.
The 2000 US Census estimates that in 2009, nearly 15% (about 23
million) of all women in the US were in their 40’s. Not only is she a
working woman, she’s educated, generally a mom, and open to and
embracing new technologies that just a few years ago were
considered the exclusive domain of young folks.
Quick view of women who have bought anti-aging products in last six
months:
■ On average, her annual salary is $50,000+
■ Nearly half (46%) work full-time
■ 31% have a Bachelor’s degree or higher
■ Over 60% have 1 or more children
■ 49% admit to spending $100 or more annually on beauty
products
■ 78% cite Walmart as their top retail destination for beauty and
personal care items
■ 25% of women in this demographic have a tattoo
■ 71% admit to texting and 62% have their own Facebook page
(Source: TBC/Prevention Magazine Anti-Aging Study 2009; TBC 2010 Pink Report: Women & Walmart: Seeing
Through the Eyes of the Beauty and Personal Care Consumer)
14. The 40-something Woman:
A Psychographic Snapshot
■ I can’t live without my: Cellphone, laptop
■ I love to listen to: Madonna, Sugarland, Sheryl Crow, Michael Bublé
■ My favorite places to shop are: Anthropologie, Nordstrom, Ann
Taylor, Boutiques, Target and Walmart
■ I can’t miss these TV Shows: American Idol, CSI, Anderson Cooper
360
■ The magazines I subscribe to are: Allure, InStyle, Self, More
■ I’m on these websites regularly: Facebook, Amazon.com
■ What I’m wearing right now: J. crew blouse, BCBG maxi dress, Not
Your Daughters Jeans, Michael Kors shoes
■ My favorite online activities are: Shopping, tweeting
■ The celebrity I would love to look like is: Jennifer Aniston
■ My biggest crush celebrity is: Bradley Cooper
■ The issues I am most concerned about are: Healthcare, education
■ My favorite brands are: Tory Burch, Neutrogena, Target, Starbucks
■ My favorite movies are: Pretty Woman, Steel Magnolias, The Devil
Wears Prada
15. Across the ages, some
anti-aging behavior
remains similar.
■ For overall, the face is their top area of
concern when it comes to aging, followed by
the eyes and neck. Below the neck? She’s
concerned about the appearance of her
stomach.
■ Women want to see the following results
■ Deep moisturizing
■ Reduction of under eye circles
■ Reduction of puffiness
■ Overall reduction in wrinkles
■ Firming
(*Source: Mintel Anti-Aging Report 2009)
16. Anti-aging specifics for our 40-something beauty:
Top Aging Concerns for the Anti-Aging Skincare Concern
Percent
Percent
Mature Woman
Profile
Concerned about the fine lines and Purchases anti-aging skincare
79%
58%
wrinkles
Dark circles
46%
Uses color anti-aging products
80%
Sagging skin
44%
Uses SPF (not daily)
80%
Excess oil/dry skin
33%
Wears sunscreen products daily
44%
Hyper-pigmentation
31%
Uses anti-aging products on her face
79%
and body
Dull tone
26%
Biggest anti-aging concern is lines
Rough texture/blotchiness
25%
65%
and wrinkles
(*Source: Mintel Anti-Aging Report 2009)
17. Like her younger years,
women in their 40’s are
aware of the need for
anti-aging steps.
However, while she may have just started to
embrace basic anti-aging efforts in her 30’s, by
her 40’s, she’s open to more experimentation,
and she’s committed to not just improving her
skin (and appearance), she’s thinking about
preventing future damage, as well.
■ 69% use anti-aging products to repair
damaged skin and minimize the signs of aging
■ 64% to slow down future aging
■ 60% to protect against future aging
(*TBC/Prevention Magazine Anti-Aging Study 2009)
18. So, what anti-aging steps is she taking?
She’s buying and using both skincare and color anti-aging products; wears an
SPF (daily); pays attention to anti-aging on her body and is most concerned with
the development of fine lines and wrinkles.
■ 79% use anti-aging products on face and body
■ 74% have bought one or more new anti-aging products within the past year
■ 90% are most compelled by the message ‘firms & tones’ in beauty advertising
■ 71% are using products with SPF more than they were five years ago
■ 65% are primarily bothered by the appearance of fines lines and wrinkles
■ 77% turn to their dermatologist first for advice on skincare, followed by friends and family (62%)
■ 72% feel that having some fine lines and wrinkles is acceptable
■ 86% want to look good for themselves
■ 76% would buy more anti-aging products if they were more affordable
■ Less than half (48%) feel they were most attractive in their 30’s
■ 70% feel they look 5–10 years younger than their actual age
■ 56% would spend between $50–100 every six months to look 10 years younger
(*Source: TBC/Prevention Magazine Anti-Aging Study 2009)
19. Not so fast. Although she is
using anti-aging skincare, she
does have some concerns.
Although she’s interested in anti-aging and looking her best,
she’s not always sure what she’s supposed to be buying for
her skin type, or – if there is really a difference between
brands. Also, she doesn’t equate her makeup with anti-
aging benefits. Yet.
■ Just about half feel it is difficult to somewhat difficult to find anti-
aging products for their skin
■ 69% think one anti-aging face wash is pretty similar to another
■ 67% that anti-aging day creams are highly similar, regardless of
brand
■ 60% that one anti-aging eye cream is the same as another
■ And 64% that sunscreens which offer anti-aging benefits are very
similar
■ 57% do not use makeup with anti-aging benefits, although were
she to do so, she’d be most interested in foundation (63%), lip
gloss (60%) and concealer (46%)
(*TBC/Prevention Magazine Anti-Aging Study 2009)
20. When it comes to her appearance, she’s only
willing to accept so many signs of aging, but
she’s still not quite ready to visit Dr. Christian Troy
Although she’s also not quite ready to take surgical steps to
combat the signs of aging — needles, injections and fillers are
low on her list of ideal options — she also does not want to
look her age. For right now, she’d much rather exercise smart
skincare — using topical creams and serums to help minimize
the signs of aging and avoiding the sun — to help her prevent
future damage. Proper cosmetic surgery is for a future decade.
■ Over three-quarters of women feel it is unacceptable to look 10
years older than friends of the same age
■ 72% feel it is unacceptable to let their hair go completely gray or
silver
■ 40% feel they saw the first significant signs of aging between the
ages of 40 – 44
■ 65% of women claim they would not consider Botox or similar
injections
■ 54% would not consider fillers or injectables such as Restylane,
Perlane, Juvederm or Radiesse
(*TBC/Prevention Magazine Anti-Aging Study 2009)
21. However, she would
consider in-office peel
procedures to help
improve her appearance.
■ 44% would consider microdermabrasion
■ 44% dermabrasion
■ Although 50% of 40-something women would not
consider a chemical peel, 33% are interested –
nearly as many as were interested in a microderm or
dermabrasion
■ 42% would consider laser peels or treatments
■ Traditional facelifts are out of favor: well over half of
all women (64%) would not consider this procedure,
or any similar procedures such as a neck lift (62%),
brow lift (68%) or eyelid surgery (68%)
■ The one cosmetic surgery procedure she might
consider? A tummy tuck. 45% would consider it
(*TBC/Prevention Magazine Anti-Aging Study 2009)
22. The 40-something
opportunity
The 40 – 49 year old woman looks younger,
feels younger, acts younger, and will enjoy her
career longer than 40-year olds during any
other time in history. So what does all of this
mean for our industry? At TBC, we feel there
are several areas open for discussion. Where
does the industry need innovate in order to
capture this consumer? How will it need to
change? How will it need to stay the same?
The 40-something woman is our sweet spot,
our holy grail anti-aging consumer. We need to
capture her attention, give her a reason to be
loyal, and help her maintain the youth she’s
worked so hard to preserve as she continues
to mature.
23. Trends and growth opportunities*:
Growth opportunities: anti-agers, mascaras, eyelash growth
■ Anti-agers to grow by 18% from 2009-2014 to reach
$3.1 billion in 2014
■ To benefit from big baby boomer population
■ Women starting to use anti-agers in their 20s to prevent
aging
Strong focus on the eye to benefit mascaras and eyelash
growth products
■ Mascara to grow by 13% from 2009-2014 to reach
$1.8 billion in 2014
■ Eyelash growth products to benefit from aging
population and advertising for Latisse
(*Source: Datamonitor: Opportunities in the US Beauty Industry 2010)
24. Talking Points
■ As more women age into their 40’s, will at-home gadgets become a focus?
■ Do we need to focus product development and technology innovative ways to
prevent future aging, rather than fighting existing aging?
■ Is adding skincare benefits to cosmetic products really the way to go?
■ Should the lines between doctor-procedures and at-home remedies continue
to blur?
■ Is SPF necessary in cosmetics, or should the two be kept separate?
■ Do we need to be worried that more and more women turn to their
dermatologist first for beauty advice, and that more and more derms are
jumping into the product development pool?
■ How can we keep the anti-aging message fresh, engaging and pertinent to
women who have now been hearing it for several decades?
25. Key Takeaway: The 40-
something woman
represents the future of anti-
aging, as well as the
opportunity for anti-aging.
■ They look young, feel young, act young and want to stay that way.
■ Women in their 40s are committed to maintaining their youthful good
looks and want the best of all worlds – their favorite anti-agers as well
as more advanced clinical options – to help them achieve this goal.
■ For now, they are committed to using topical anti-aging products as
their primary method of maintaining and achieving a more youthful
look.
■ 40-something women don’t consider themselves old or past their
prime. Instead, they know they are at their peak, and they are
committed to maintaining their youth for as long as possible – just
look at the epitome of what it means to be a 40-something woman in
the 21st century: Jennifer Aniston. If she uses it, drinks it, wears it,
likes it or talks about…women everywhere do too.
26. Alisa Marie Beyer
alisa@benchmarkingco.com
The Benchmarking Company
Main Office
5165 MacArthur Boulevard 2nd Floor
Washington, DC 20016
West Coast Office
2909 Highland Avenue
Manhattan Beach, CA 90266
Office: (202) 249-1500
Toll Free: (877) 568-4822
