In my last post,I shared some results from our recent survey on the cosmetic and skincare needs of Baby Boomer women. Because midlife brings the most dramatic changes in their skin ever, these women are seeking new solutions, new information, and they want it delivered in new ways.
We also asked our survey respondents about the brands that do serve their needs now, as well as the brands they believe will be there for them 5-10 years from now, and the results are fascinating.
(If you want a custom report about a specific brand or brands, send me an email at info@VibrantNation.com]
The Brands They Still Love
While women offered detailed insights on over 20 brands, six of them kept coming up:
- L’Oréal Paris
- Estée Lauder
Here are a few findings about each brand.
Olay has made the biggest investment in engaging Boomer women appropriately, and has reaped the biggest rewards. Women named it almost twice as often as a brand they currently use and as a brand they believe will be there for the 5-10 years from now.
Women were also more likely to remember (or respect) Olay’s ads for relating directly to their needs. And Olay ranked highest overall in addressing their current skincare needs.
By a substantial margin, Boomer women told us they were more likely to use L’Oréal Paris now than any other brand other than Olay. It’s also the brand they are third most likely to believe will be there for them in 5-10 years. L’Oréal also seems to be the winner among brand for selecting the best model for Boomer women. Diane Keaton was the only model named for ads that speak directly to their needs.
L’Oréal has been doing a solid job in convincing the Boomer woman it values her business, and should continue doing a lot more of the same.
Boomer women grew up on this brand, which was launched as they came of age, and they still respect it. It may be the brand with the most untapped potential for Boomer women.
After Olay and L’Oréal, Clinique is the brand that Boomer women are most likely to use now. And after Olay, it’s the brand that Boomer women believe will be there for them 5-10 years from now.
Yet it ranks low for delivering ads that relate directly to the needs of Boomer women – if they can remember its recent ads at all. Space limits sharing all the reasons why I believe Estée Lauder should consider devoting this brand exclusively to Boomer women for the foreseeable future.
This veteran brand continues to earn respect from Boomer women. While they don’t cite its ads for directly relating to their current needs, they do use it currently and many believe it will be there for them in 5-10 years. Other responses offer insights into ways that the Estée Lauder Companies could integrate the ways that its flagship brand and Clinique could better serve the audience of 40 million Boomer women.
Many Boomer women love Lancôme. While they may use other brands more frequently, this L’Oréal brand has remarkably low negatives, and they expect it to be there for them in the future. And they cite its ads for relating to their needs more than many of its larger peers. As with Estée Lauder and Clinique, L’Oréal the parent company should be carefully considering how a paired marketing campaign for L’Oréal Paris and Lancôme could capture even more market share from Boomer women.
One brand surprised us with its largely unprompted prominence in this survey: Avon. Women continue to believe it serves their current needs and will do so in the future. They cited Avon’s ads more than those of marketing powerhouse Estée Lauder. Given Avon’s support for women as entrepreneurs, and the disproportionate number of Boomer women who want to start their own businesses, this brand should consider new ways to embrace the Boomer women who continue to understand that it serves their needs.
Two brands stood out for their lack of prominence, brands that have invested lots of dollars in recognizing the strengths of older women: Dove and Cover Girl. While Boomer women do use both brands, they also have relatively high negatives, and are not viewed as being there for women in the future.
And in spite of the remarkable viral buzz from Dove’s “Real Women” campaign and its “Pro Age” products, Boomer women don’t see this brand being there for them in the future. Nor does Cover Girl seem to be reaping any special rewards with Boomers from investing in 54-year old Ellen Degeneres as its spokesperson.