Many major beauty brands have been re-jigging their strategies to reach out to the over-50s, as esprit discovered in a recent major feature on the growing importance of Gen Xers.

The reasons behind the move are easy to see. More Australians are aged over 45 than under 30 and 40 per cent of the population will be over 50 in a few years’ time.

Generation Silver, as older consumers have been dubbed, also have the most disposable income – in Australia and major overseas markets. So much so that a US survey revealed that 80 per cent of over-50s are still paying some of the expenses of their adult children.

The increased use of older celebrity models in fashion and beauty ads such as Cate Blanchett, Julia Roberts and Jennifer Lopez – all in their 50s – reflects reality. A large percentage of older women today are vigorous and vital and very savvy when it comes to fashion, beauty, social media, technology, travel, culture and business.

Generation Silver is also the wealthiest in history in major markets such as the US, Australia and Japan and they are very interested in the condition of their skin and hair.

Younger consumers are always the hardest hit during recessions and economic downturns. The COVID-19 pandemic is again proving this to be true.

Generation-specific marketing has a chequered history, especially when it comes to targeting older consumers. But when it comes to beauty and skincare, Generation Silver are looking for products that work and why they should buy them.

Clarins is launching a new range of skincare products “devoted to the new silver generation”.

Available from August 3 in David Jones and Myer stores and selected pharmacies, the Nutri-Lumiere lineup is based on two core actives from the flower and fruits of the horse chestnut tree to re-nourish and revitalise the skin. Also in the mix are 17 plant extracts, including organic wakame, organic oat sugars and the brand’s patented anti-pollution complex.

The four SKUs are: Nutri-Lumiere Renewing Treatment Essence ($88), Jour – Revitalizing Day Emulsion and Jour – Nourishing, Revitalizing Day Cream (both $170) and Nuit – Nourishing, Rejuvenating Night Cream ($180).

In clinical tests, the luminance index of the skin increased by 12 per cent-plus after one month’s use.

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