Home' Spa and Clinic : SPA Vol-66 July 2016 Contents “The fact that in 2060 there will be
nearly as many US citizens over the age of
85 as under the age of five shows just how
significant this is for brands and businesses.”
Thus ... “Age Management is a more
appropriate term to describe the category
and better reflects consumer sentiment as
consumers are now embracing their age,”
Jamie Mills, an analyst for Canadean market
research, told the In- Cosmetics global
conference in Paris in April.
“Perceptions of age are changing. Why
should consumers be `anti’ age? ”
Market Reports World, market research
report sellers, suggested in an online story
in June that beauty companies need to
start adapting their messaging to changing
“At the recent In- Cosmetics conference,
Antoinette van den Berg, founder of Future
Touch, declared that `old’ w ill be `cool' in
the future,” the MRW story stated.
“How the beauty industry interprets
this will be of key importance to the future
success of the category.
“Loss of consumer trust should be
addressed with a more positive approach
focusing on the use of beauty products to boost
self-esteem and to achieve healthy-looking skin
through sun protection and good nutrition.”
To further support this, technology giant
Phillips’ second Global Beauty Index, a
report using the data of 11,000 women in 11
countries, found that 54 percent of women
believe the beauty industry puts too much
pressure on women to look a certain way and
that brands using a celebrity ambassador can
appear untrustworthy to customers.
Phillips hosted a panel to discuss the
report’s findings. It agreed that there is
too much exposure from print, online and
social media, and that the “K ardashian
effect” has made it harder for women to
keep up with trends and unattainable
beauty standards. Equally that “bought”
coverage has led to mistrust.
So what does this mean for you and your
team? In essence, mind your language.
A good proportion of your cashed-up
clientele will be over 40. They don’t hanker to
look 20- or 30 -something. They’ve been there,
done that. They want to be the happiest,
healthiest and most youthful (as opposed to
young) versions of themselves as possible.
In Australia, 50–69 -year-olds have four
percent of the nation’s net wealth, with the
average Boomer household worth more than
$1 million, according to digital agency Mi9.
It is a generation of women (for the sake of
this article) who have been in the workforce
longer than ever before, demand to be seen
as “still relevant” and have disposable income
they are willing to invest in their appearance.
How you “speak ” to these clients, then, is
crucial to your success.
“Baby Boomers are still battling with
the `ageing gracefully’ mantra of previous
generations in the sense there is a new
meaning to the term,” says Nicole Bell,
internationally renowned nurse injector
and founder of Face Today clinics in
Sydney and Cairns.
“It now entails, if that is a person’s
choice, preventative and corrective
treatments to restore and maintain the
physical appearance of youthfulness.
“Mov ie stars are setting expectations of
an ageless society, as they have the funds,
time and necessity to get and keep `the
look’. Their livelihoods depend on it. But it
has as sociological knock- on effect.
“People in middle age are, therefore, most
often the ones seeking the medical edge
of beauty. Handled badly, the consultation
process can leave this demographic feeling
flattened and depressed.
“We have had clients come to us
for another opinion because they were
devastated by another clinic's assessment.
Effectively they say to us, `Am I that bad?’.
“As a result we have a formulated a series
of questions for a first consultation that
facilitate easy discussion.
“In a conversational manner we get to
know the patient, their fears and concerns,
their journey in life so far, the reason
they have been motivated to walk into our
clinic(s). That can be a huge step in itself.
“Most importantly, we acknowledge
clients’ amazing natural assets, their
signature features and the genetic blessings
they have inherited.
“ We then explain the ageing process
and get them excited about the self-
enhancement journey they are about
Diane Lane represents
the ethos of Flat Agers
spaandclinic.com.au | 19
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