The over 50's are a growing, yet largely ignored demographic group by beauty companies, despite the fact that anti-aging skin care is driving innovation. Bob Willmott, director of UK marketing consultancy Diametric, maintained that age should not be a factor when targeting the over 50s as three out of four say they feel 75-80% of their chronological age. "People are drawn in by an age-based approach, but if you market by age you fall down quickly," he said. "The most successful brands are those addressing specific needs and developing micro niches," he pointed out, stating that understanding specific consumer segments is the key to success.

High disposable income amongst this age group has led to many opting for cosmetic surgery, with opportunities for Botox style skin care, anti-tiredness treatments and smoke protection formulas. Willmott also stressed the importance of keeping communication simple if the over 50s are to understand new segments. Brands are in danger of stretching their credibility with this age group as they bow to pressure to prove they are effective. His advice was for brands to avoid generalisations and also to "keep it real" if they are to impress this demographic group