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Creating brands for our older and wiser world - Sian Sutherland, Mama Mio Skincare

Creating brands for our older and wiser world

I read somewhere today that the median average age in the UK has increased from 37 to 43 and will soon be closer to 48. Now I know we have been talking about the balance of older versus younger within our population but this struck me as quite an amazing fact. Will this rate of change continue at such a rapid pace? I am sure there is a simple mathematical calculation that will tell me this; but it escapes me so suffice to point out that the age of the oldies is going to be fully upon us very soon.

How is this going to affect the beauty market? Anti-aging is the fastest growing category and we are seeing more and more of the big boy brands launching extremely expensive potions obviously targeted at the 50+ woman. What I find irritating is how completely dull and predictable the whole personality and communication of the majority of these brands are - the packaging, the product story and brand language, the advertising. It’s as if when women hit 50, they all just want an elaborate gilt bottle, with pared down graphics, gizmo-ixl undecipherable ingredients, and generic beauty shot advertising just as there is no typical 20, 30 or 40 year old; every 50+ woman is completely individual; confident in ways that she could never enjoy when younger. Can I put a big shout out to the beauty industry to say GET MORE CREATIVE! We have some of the best brand creators in the world in the US and UK so let’s change the brief next time and ask for something that has never been done before, something that really speaks to the 50+ woman of today. Because they are missing a big old trick.

The very best brand creators are always looking for something to build a concept around – a brand truth – rather than having to manufacture the truth. This is especially true when targeting an older, more experienced consumer. When creating a new brand or even a new product; within a range there are two words to bear in mind to challenge yourself at every stage – why bother? If that new brand does not have real authenticity; a clear position and story to tell; a unique personality, a definite target market with a genuine need – then you shouldn’t do it. The world does not need more stuff on the shelves unless they have a genuine raison d’etre. Consumers are extremely savvy now and any new product must stand strong to cope with our noughties cynicism. Any manufactured ‘personality’ that is a simple marketing veneer will be scratched and sussed in a heartbeat. Just as we look for truth in relationships, consumers look for truth in brands. And if those brands lie to you and let you down, they will be never be rewarded with loyalty.

Next month – the three most important entrepreneurial lessons I have ever learned.

Sian Sutherland

Sian Sutherland is Chief Founding Partner of Mama Mio Skincare - www.mamamio.com

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