The fact that women in the 50-plus age group are very concerned with their appearance bodes well for additional sales in the health and beauty care aisles at supermarkets. According to a study by the American Association of Retired Persons, and the Roper Organization, 79% said personal appearance is a top priority.
etting out of bed on weekday mornings, found that more than half apply a lipstick or lip gloss.
Perfume is used by 40%, rouge/blush by 32%, foundation makeup by 27%, mascara by 25%, eye shadow by 17% and eyeliner by 16%.
Skin care products are also very high on the priority list. Hand lotion/cream is used by 51%, facial moisturizer by 42%, after-bath lotion by 27%, bath/shower gel by 26% and talcum powder by 22%.
In the first hour, 80% of the respondents used a comb or brush, shampoo was used by 48%, hair spray by 41%, hair conditioner by 33% and hair mousse or gel by 15%. Additionally, 25% used a hair dryer and 19% used a curling iron for styling.
HBC products also are widely used by mature men, according to the report. In the first hour of the day, more than half used a shaving cream and a shampoo. Sixty percent used a blade razor, while another 33% used an electric razor.