Maybe I am being a tad unkind to this group of marketers. No maybe I am not, because it seems that from Lauder to L’Oréal, Shiseido to Sulwhasoo, they are obsessed with the dreaded Millennials.
Sure you will find Helen Mirren, if you look long enough on the L'Oreal web site, but she seems something of a token oldie. A year or so back I talked with a marketer from the company and she confirmed that they are ultra youth centric and scared stiff that any association with older women might in some way contaminate the brands. Yep, that old argument that goes back to pre-2000.
This article from Global Cosmetics News makes the point that the industry has to come to terms with selling to both old and young consumers. Now that requires real marketing skills. Dick Stroud