Although the 18-39 demographic has always been the most pursued by marketers, baby boomers – those born between 1946 and 1964 – are a consumer group 78 million strong to whom advertisers are now paying more attention.
The older boomers are now approaching 63 years; an age at which many have fully paid off their mortgages, are now enjoying grand parenthood, and are more willing & able to spend money on their grandchildren and themselves. This makes them doubly attractive to marketers because they are making purchases for more than one demographic group; i.e., they are just as likely to buy baby & children’s products as they are to buy travel services, or anti-aging skin care products.
Companies such as Target, P&G, Kraft & L’Oreal are taking notice and increasingly targeting this age group:
Fifty today is very different than it was in the past. Boomers today are vibrant, active and “plugged in”, comfortably embracing the digital information age; exactly what you want in a “dream consumer”!
Although in the past there was much debate about whether a “one size fits all” marketing approach effectively targeted consumers of all ages and lifestages, it has become more apparent that marketers are realizing the importance of customizing their messages to make a product truly relevant to a particular consumer group.
Bearing this in mind, if the fragrance world were to follow in the footsteps of other product categories – say anti-aging skin care – some relevant messages (and fragrance positioning statements) that would appeal to the maturing consumer would be: pampering, nourishing, luxurious, glowing, smoothing, firming, caring; attributes that can be creatively interpreted in fragrance notes that convey those characteristics. Soft florals, light woods and creaminess effectively convey pampering & nourishing qualities, while fruity and botanical notes help connote a glowing and wellness aspect. Tweaking of the notes can further enhance either the luxurious or caring aspects of a scent, depending on which fragrance ingredients are highlighted.
As I’ve stated before, fragrance is a breathing, living and continuously evolving art in which anything is possible. All it takes is a little bit of imagination, creativity…and masterful perfumery!
Fragrance Insights 