One of the key emerging trends in cosmetology is the emergence of mature women who prefer to act their age, rather than trying to cater to society’s celebration of eternal youth. This newly christened “Silver Category” includes women over 50 years old, who want to look healthy and vibrant at their current age. Cosmetics that should appeal to this rapidly increasing category of consumers include makeup products for the face that even skin tones and color while hydrating and moisturizing the skin, but without the need to hide wrinkles or mimic a face-lift. Hair care products for the Silver Category should help restore shine and softness, without trying to ‘cover up the grey.’
In many cases women in the Silver Category are not interested in wearing makeup at all. Instead they may prefer cosmetic cleansers, moisturizers, sunscreens and hair care products that allow for a less fussy, more carefree lifestyle routine.
The Silver Category is an underserved market that accounts for nearly 50 percent of the U.S. population and controls 70 percent of the country’s disposable income. That translates to around $3 trillion in spending power. Savvy cosmetologists will want to tap into this market.