Friday, October 27, 2017

Most over 50s feel misrepresented in ads and media. How many time have you heard that statement?

"People aged 50 and above represent around two fifths of the UK population, however 68% of those who fall into the age bracket don’t believe that they are accurately reflected in advertising."

No, this is not a quote from 1990. Not a quote from 2000, or 2010. Believe it or not, it taken today, from The Drum. Guess you will always get a few eyeballs when you publish this type of headline.

The thing that made me smile was that one of the people 'commenting upon the trend' was a marketer from L'Oreal and was talking about good old Helen Mirren as an example of how to use positive older models.

Why the smile. Well firstly, Ms Mirren has made her views known about the effectiveness of L'Oreal products and it wasn't that flattering. Second, I had a long chat with a marketer from L'Oreal, a couple of years back, and she told me how the mindset of the company was locked into catering for the Millennial and was worried that its featuring of an oldie like Helen Mirren could damage the brand.

Maybe a lot has changed in the company over the past couple of years??? Dick Stroud

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