One of the most powerful consumer demographics is also the most overlooked when it comes to media spend and targeted marketing of products designed to meet age-specific needs. But P&G Beauty is on a mission to change that by rewriting the product development playbook for women over 50.
During Beauty Inc @ 20, P&G Beauty executives discussed the issues facing women over 50 and how the company is approaching them, especially in skin care. The session, titled “See Me, By Me, For Me: Beauty Founders Over 50,” brought together Alexis Schrimpf, vice president of global skin design and personal care and founder of SeeMe Beauty and P&G Beauty, and Kelly Vanasse, communications director and senior vice president of global beauty, grooming and health at P&G Beauty. Emily Dougherty, Special Envoy at Beauty Inc, served as moderator.
“It’s great to talk about this particular consumer because I am part of this segment,” said Vanasse. “This segment is very specific and very broad and includes people with what we call ‘estrogen-deprived skin’. These are women who are either postmenopausal, postmenopausal, or showing signs of perimenopause. This segment also includes women who have received cancer therapy or cancer treatment. “
SeeMe’s ingredients include artichoke leaf extract, avocado oil, dill extract, and turmeric to target the impact of these events on the skin.
Vanasse said this segment is made up of over 75 million women and has immense purchasing power. She described it as a big segment “and we hold the purse strings, and we control about 70 percent of disposable income.” Vanasse said the segment accounts for half of all consumer products purchased, “yet we are only targeted by 5% of the media.”
As a result, women in this cohort often feel overlooked and neglected with beauty and skin care products. “An AARP research study recently showed that 40% of Gen X – and that’s me – and 53% of baby boomers feel ignored by people in the beauty industry.” Vanasse said there is a “tremendous opportunity” to target and serve this segment.
For his part, Schrimpf, who is also in that demographic, said that too often conventional marketing of anti-aging products, which often use a 20-year-old or 80-year-old, “really doesn’t speak to us.” She said before founding the company, “we were literally invisible in the industry.”
This idea led to the real name of the brand, SeeMe. “It would be designed for her, by her,” Schrimpf said. “And it’s very intentional, and that we see her, and we recognize what she’s going through. In fact, we are her; so we can talk to him in a way that others cannot. It’s a very authentic and very authentic way of talking about it. “
What also sets the brand apart is the fun, nostalgic and energetic marketing. This includes pop music and 1980s references, as well as humor. “Even the black and white and pops of color that we use with the brand all date back to the ’80s because we want to make sure they know we share their story. We want to make sure they relate to them.” , said Schrimpf.