Queen-Agers : The Psychology of Midlife Beauty

Unsatisfied with a lack of representation in beauty and fed up with feeling invisible, midlife consumers want brands to not only meet their needs but empower them.

Midlife is considered to generally span the ages of 45-65, it’s a group that has long felt ignored by the media, by brands and forced out of the workplace. However, midlife is being rebranded and empowerment is everywhere. There is even a new term, Queen-Agers, for whom the party is only getting started.

There are three pillars for growth and opportunity for the promotion of midlife beauty. They are:

  • How we market or don’t market to midlife women: Ignore no more.
  • Negative vernacular surrounding aging.
  • Breaking taboos around midlife needs.

How brands and companies’ currently market to the midlife demographic is leading to the feelings of being invisible. Traditionally beauty brands have marketed to GenZ and Millennials and not to midlife consumers. Even when certain brands designed for peri-menopausal and menopausal skin, when advertising, images of younger models are still used to promote the brand. Where did we fall into the belief that aging is something to hide or be viewed as less then in the beauty world. Recent polls conducted by Cosmetic business reveals that 94% of women disagree with younger models being used to advertise skincare to women over 45. Additionally, 50% do not look forward to aging because of the anti-aging messaging.

Queen-agers are standing up to be recognized and while the industry is beginning to recognize the need, age diversity has largely been left behind. Pro-Aging movement is raising to tackle this dilemma. Furthermore, Queen agers not only have deep pockets but are willing to spend money on prestige skin care brands. According to recent statistics, 68% of midlife women make significant investments of time and money in their beauty regimes and 54% of women over 45 purchase cosmetics compared with 33% of women under 45.

Next, vernacular around aging is creating negative messaging. Words are powerful in form, meaning and energy. The simple word, Anti-Aging connotes to not age and that it is a process to be avoided. Well guess what, aging is inevitable, and it is not something to be shoved into the closet and viewed as an inferior state. Rather beauty knows no age limits. Pro-Ageing and the power of positivity resonating from the term is the wave of the future. The industry is moving away from the negative terminology and being replaced by more positive language. This pro aging marketing empowers women to have fun, feel confident and most of all feel beautiful.

Finally, breaking the taboos around aging is on the rise. Slogans such as” I am OK, you are OK” are growing in the beauty sector meaning, my body, by age is acceptable and I am proud to be ME. Menopause falls into this category because science now understands that when hormones change in the body, so does this change affect the skin. Different needs arise requiring different skin and hair care solutions. Historically simply by using the word menopause met with embarrassment and shame. Today you are seeing certain brands that are embracing this growing market and being direct and honest in their campaigns.

Bottom line, age wellness is an upcoming break through category. While brands are showing promise in respecting and providing needs to midlife consumer, much work remains to be done. Hail to the queen-agers whom have prevailed through life and deserve to feel loved including in the beauty world.