Women over 50 drive increase in cosmetic spend

15 April 2015

Recent figures show that women aged 50 and over spend the most on cosmetics – their influence? Older celebrity women.

It’s the first time ever that the older generation have spent the most money when it comes to beauty and maintaining their appearance. This new increase in spend is thought to be helped by the latest marketing of Anti-Ageing products, with many brands using well-groomed older women to front their campaigns in a bid to prove that all women care about their appearance, no matter what their age.

The research, undertaken by beauty website found that cosmetic spend for customers aged 45-54 has risen by 4.1 per cent, with this age group now spending a whopping £2,238-a-year.

Women aged 55-64 spend £2,190.45 on beauty products annually, which contributes to an increase of 4.9 per cent.

Research shows that the total average spend on beauty for women aged between 50 and 70 could rise to £43,446 – making this group the biggest of the spenders for the first time. Beauty Director, Emma Leslie, said: “The peak age for women to take care of their beauty is now 49 – this is the tipping point age now when many women realise they have to try harder to keep their looks.

“A lot of this shift is also down to the use of older brand beauty ambassadors like Helen Mirren and Tilda Swinton, but women over 50 now tend to have more active social and work lives and so are more inclined to make sure they keep their looks.”

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Image Credit Attribution: MihaPaternoster/ iStock/ Thinkstock