Maturing women and

unwanted facial hair

ann.steyaert@psilogy.com

1

Midlife/ senior life stage is

paradoxical by nature:

Something women love and hate at the same

time.

2

During menopauze, women often feel rotten!

3

Constanly thinking about death.

“My mother is going to have to stop lying about her age because pretty soon I'm going to be older than she is.”

• Boomer women?

o … the grips of a midlife crisis

o … going through menopause

o … considering cosmetic makeovers

o …caring for elderly parents while parenting own children and working full time

4

And still … Boomer women are reinventing themselves!

• The sheer number of boomer women is changing the image of midlifewomen like no other generation before.

o Boomer women are more educated, spiritual, wealthy, healthier, … than any generation before.

o It's no secret … nowadays Boomer women want to look younger!

o They are choosing to follow their own passions.

5

Yes, the times they are changing … terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential

• The age of female riders is increasing, today averaging 42 years old*

• Since Sept 2008, the number of women over 55 on FB has tripled and makes up the social network's fastest-growing age group.

6

19582009

Boomer women feel a lot more confident now compared to when they were young …

• Constructive view upon life and growing old

• Finding renewed energy

• More comfortable with their own body (and face), with their looks.

• And interesting for Philips:

• Boomer women wish to pamper themselves a lot

• They love luxury

• They consume a lot

7

Women after menopauze feel more confident and gainstrength : Time for a ‘Comeback’

• Female Empowerment! Overall women have an optimistic view on life after menopause:

• @work: having some responsibility challenging and satisfying.

• @home: fulfillment from children growing towards young adults .

• Feeling that personal and social life is very rich (family, friends, art, theatre, books, …)

• Not taking themselves too seriously, but they finally want recognition from society.

• Feeling confident and competent to deal with life and problems as they happen

8

Almost 2,000 aged between 45 and 60 were asked what books they liked and why.

9

2/3 said they were keen on raunchy scenes in novels. 1/2 said sex in books was 'titillating'

1/10 actively chose books which featured lots of sex.

* 3 partners - + 20 years of experience

10

Harmonized Need States Model - 9 different female archetypes

Modest/ submissive woman

[The Social

Networker][The Cougar][The Spunky Young

Minded]

[The Iron

Lady] [Mother Nurturer]

[The Trendsetter]

[Re-engager

The Icon

woman]

[Miss romance]

So how do these midlife women deal with unwanted facial hair?

11

Unwanted facial hair alsomakes boomer woman feel …

12

UNFEMININE it is a MALE thing!

Unwanted facial hair also makes boomer woman feel …

UNCLEAN, not fresh

13

Unwanted facialhair also makesboomer woman feel…

INSECURE

It is a shame and a taboo

14

Unwanted facial hair also makesboomer woman feel … the world is UNFAIR

15

Though boomer women are very vain, they are also more experienced, and hence they know to deal with unwanted facial hair growth in a more mature way.

• It is ‘just another sign of getting older’…. Damned! I hate it!

• Let’s do sth about it: let’s find the best way to remove it/make it invisible:

• No stress, not taking it too serious, but let’s do sth about it rather today than tomorrow.

• Price is less of an issue, as long as the tool/means/expert gives me what I deserve.

16

Any new concept for removing unwanted facial hair should be:

• Very personal

• Very feminine

• Very facial specific

• Very small

17