Introduction
The ageing of populations is the most important demographic trend occurring in the personal care industry in the US and Europe. Today's older consumer knows that feeling good and looking good are intrinsically linked. Defying the effects of ageing means that demand for formulated appearance-enhancing products is increasing, especially the most innovative and effective anti-ageing cosmetics.

Scope
Comprehensive data highlighting the number and growth of personal care occasions accounted for by the Senior lifestage, by age, gender and country
In-depth insight into Seniors' attitudes and behaviors regarding beauty and personal appearance
Exhaustive review of best practice NPD and Senior focused personal care marketing campaigns from around the world
Detailed Action Points pinpointing how to devise effective marketing concepts that will appeal to Senior consumers in Europe and the US
Highlights
Key physiological changes occur around the Senior lifestage. For example, lower oestrogen causes dermatologic changes in post-menopausal women associated with dryness, atrophy, and fine wrinkling. Tapping into the needs of these consumers is important, especially helping them to overcome their diminishing perceptions of self-beauty.

Due to their growing demographic weighting and desire to counter the physical effects of ageing, Seniors are important personal care buyers, both in volume and value terms. Consumers aged 45-plus account for 42% of the skincare, make-up, personal & oral hygiene, fragrances and haircare consumption value in the US and Europe.

In Europe the number of 50-plus year old consumers is forecast to increase from 125.9 million in 1999 to 142.3 million in 2009. Corresponding data for the US shows an increase from 75.5 million in 1999 to 96.2 million in 2009. The percentage of the population aged 50 and over will exceed 30% in all featured countries by 2009.

Reasons to Purchase
Grow your market by recognizing Seniors' physical needs with regard to grooming, and emotive attitudes and needs with regard to beauty
Maximise financial returns by effectively targeting the fastest growing demographic segment in Europe
Access unique data highlighting the consumption (volume and value) accounted for by older consumers in key personal care markets and categories