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The Helen Mirren Effect

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on Tuesday, 25 February 2014
Spending on anti-ageing beauty products for women in their 50s and 60s has shot up nearly 200% in the past year as British women try to look as good as 60-something role models like Dame Helen Mirren.

For the first time this age group are the spending more on skincare than women in their 30s and 40s according to leading online beauty retailer Escentual.com.

Women in this “Silver Surfer” 60s age group are now spending on average £235 every year on skincare alone. This expenditure on anti-ageing creams and serums is now higher than any other age group: Women in their 20s were seen to spend £80 per year on skincare, 30-something women spent on average £140-a-year, women in their 40s £210 and 50-something women spend £220.

The high-end beauty retailer puts this down to several high profile women like Dame Helen that have kept their looks well into their late 60s. Dame Helen won a BAFTA Fellowship this week and looked nearly 20 years younger than her actual age of 68, and other famous women are also looking amazing well into their 60s like Jane Seymour, 63, Susan Sarandon, 68, and Jacqueline Bisset, 70.

Rakesh Aggarwal from Escentual.com said: “Even a year ago the skincare market for the over 60s was not a significant amount - we would see expenditure of around £80 per annum for this age group and it is now nearly three times that amount. Without a doubt this age group is the single biggest growth market for anti-ageing beauty.

“We put this down to many more mature female role models in their 60s showing women that they can look amazing at this age. This “Silver Surfer” age group also are often financially more independent and secure now so they often have more disposable income than some younger women.”

Rakesh Aggarwal added: “Clearly the big beauty houses have picked up on this trend for 60-something women becoming a bigger market. Some of the biggest skin-care sellers that we have had this year have been anti-ageing products targeted at this age range, such as Dior DreamSkin Serum, Clarins Double Serum and Guerlain Abeille Royale.”

The Top Five Selling Escentual Anti-Ageing Skin-Care Products

Vichy Normaderm Anti-Ageing Anti-Wrinkle Resurfacing Care 50ml £13.15
La Roche-Posay Anti-Ageing Sensitive Skin Fill-In Care 40ml £26
Nuxe Day Anti-Ageing Re-Densifying Emulsion 50ml £43
Clarins Double Serum – Complete Age Control Concentrate 30ml £44
Dior Capture Totale Dreamskin 30ml £67.15


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