Until now, the cosmetics industry has not yet found a way to stop skin ageing. Instead of mourning and bitterly regretting our early years, why not take an opposite approach? Good news, it’s called pro-age, it’s trendy and it’s exactly what’s happening for people over 50.
It is with this in mind that Stéphane Truchi, President of IFOP, presented some of the results of the study “Silver is the new sexy” conducted by the institute. Too little represented in cosmetics, the Q generation (or silver generation) has its word to say and is not invisible. For Stéphane Truchi, “it is necessary to give it back all the value it deserves” and this is the purpose of his intervention.
A generation that feels good
If for some people, surviving the adventures of time is complicated, the Q generation does not agree.
Indeed, 59% of respondents said they were comfortable with their image.
Moreover, for 81% of them, it is important to wear an assertive look that goes hand in hand with natural beauty.
The relationship to beauty
It is clear that the Qs do not seek to disguise their age or image, but that does not mean that they give up beauty.
76% of respondents say that taking care of themselves is a way to feel good and gain self-confidence. In short, it’s a guarantee of pleasure, so why deprive oneself of it?
75% of the panel revealed that they felt better after taking a beauty break.
In addition to the use of cosmetics, it is imperative to understand that Qs are interested in general well-being and are quite concerned about their health.
83% of the Qs pay attention to their diet and 68% participate in regular physical activity. “We are not at all in the image of the senior who is in decline. On the contrary, we can see that this is an extremely dynamic population that pays great attention to its appearance and beauty, says Stéphane Truchi. People aged 50 and over are also found of relaxing moments.
The study revealed that 65% of the sample had a beauty experience in the past 24 months (including massage or spa).
Looking for the new product
Silver women are 72% attracted to new cosmetics. Be careful, not by any of them.
89% of them expect the beauty industry to offer them treatments specially designed for them and that reflect their desires.
“Be careful with brand communication,” warns Stéphane Truchi. “It is imperative to introduce the right speech. The Q generation generally sees itself as younger than it is. The storytelling of cosmetics should not bring them back to an aging image but to a dynamic concept, without being delayed,” he adds.
A connected generation
Far from being the enemies of technology, the Qs are connected.
They are true spokespersons for cosmetic brands. They communicate a lot on social networks.
This is not surprising, according to Stéphane Truchi, who explains that “leaving the professional world is sometimes synonymous with isolation. Digital technology makes it possible to maintain an important social and family link”.
The study figures corroborate this thesis since 87% of respondents share their opinion with their relatives about the products they use.
Although the Q generation seems to be at peace with its age, it also has fears.
Indeed, 42% of respondents are concerned about what people think of them.
Age-related problems such as grey hair or poor vision are also stress factors for them.
Faced with this joyful generation that welcomes “ageing well” with open arms, it is now up to beauty brands to show that they have understood their state of mind in order to support them in this new chapter of their lives.
Let’s face it, getting old is sexy!
