Monday, June 20, 2005

GROWING COSMETIC TARGET

TV and magazines are putting on silly reality shows and dumb down programs to attract the interest of young folks who will buy their products. The cosmetic companies, however, which are the best social observers in the world, now have a new advertising target---older folk, especially men. In 2004 , according to Datamonitor reports, seniors accounted for a rapidly increasing use of personal care products, preening themselves more than teens. Despite this seniors, remain an under targeted audience by an industry that continues to focus on younger groups.

A New York radio stations just removed its "Golden Oldies" music program along with its older disc jockeys. Despite a huge outcry by older fans, the executives believe the money is in a youthful audience and they substituted something called "jack" of which most of the once loyal audience had not heard.

Personal care products provide one of the most lucrative commercial categories. Before detergents and food company promoters, cosmetic social observers have recognized that the buyers of all products are growing older. One company in Great Britain even has a 92 year old woman in a skin care campaign.

In another report, Simon Pitman noted that some 10 percent of the male population over 40 years uses some form of hair dye and that companies are beginning to produce anti-wrinkle and other skin products for the older male.

Maybe advertisers will support programs that they now believe have "too old" an audience. They may even bring back Diagnosis Murder and CBS News.

2 comments:

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