I recently ran across a makeup product that, based on what I had read on the packaging and the swatch test I had tried on my wrist, looked pretty interesting. But, like many ageless beauty aficionados, I have learned to do my research before making makeup and skincare purchases these days.
In doing my research, once I got home from shopping, I went to the makeup brands website and read some reviews. The reviews were pretty good and they seemed to be from a wide variety of ages and skin types. But, as much as I appreciate reviews, words only tell part of the story and I wanted to actually see the product in action.
Fortunately, I knew right where to go to see the product in action…
I clicked on over to the brands Instagram page knowing I would see pictures of a variety of women actually wearing the makeup. Now, I know that a lot of the pictures that are shared on social media are edited and filtered, so I took this into consideration and assumed that I probably wasn’t going to get a totally accurate representation of the makeup. But what I really wanted to see was… if there were any ladies anywhere near my age who were even wearing the makeup, and, if there were, how it looked on them.
down the brands Instagram page…
and viewing picture after picture after picture of models, makeup artists, and product users that the brand had decided represented them best…
I didn’t see a single model, makeup artist, or product user anywhere close to my age.
Which is fine… I have no problem with that.
But it does send a message…
It tells me that the brand is making their products to suit the needs of skin that is younger than mine.
It also tells me that the brand and the product I had been interested in must not be for me.
This wasn’t the first time I’d seen this…
Another brand that I had been be a big fan of pretty much lost my attention due to their social media presentation as well. Their product is a facial toning device and it’s actually a really great product. However… their social media presentation is all focused on women in their 20’s, and maybe 30’s, using this device.
Now think of the logic in this one…
20 year olds, and most 30 year olds, do not even need a facial toning device! But the product is cool, it’s trendy… and I’m sure, whether they need it or not, the younger crowd is totally enjoying using this tool.
But meanwhile, because the brand has limited their social media presentation to a specific age range. They miss out on a huge market that could be discovering and falling in love with their product.
To me, that is genius marketing in getting 20 year olds to believe that they need a facial toning device, but it’s also a marketing fail when it comes to the brand ignoring a large part of the population who could truly benefit from the product and also has plenty of money to spend on the product if they decided they wanted it.
And this brings me to the inspiration for writing this post.
So many cosmetic and skin care brands are missing out on a huge audience (and a lot of $$$) by targeting only (or mostly) the younger crowd in their social media.
Sure, the younger crowd may show more excitement about what they see on social media, which may prompt them to make more spontaneous purchases based on what they see posted from the brands and people they follow.
It is true that with age and experience (and too many dollars spent on products that didn’t live up to their hype), we do tend to make more educated purchase decisions rather than spontaneous purchases (as evidenced by my decision to do some research on the makeup product), so you’re going to have to offer a great product to attract our attention.
Sure, the younger age groups may be more open to trying a wider variety of products (But don’t forget, they may try your product one time and then move on to the next big thing… because they like new things!)
It is true that, with more experience, most of us do tend to have better ideas of what works for us and what doesn’t. (But, when we find something that works for us, we do not tend to jump around. We stick with it! This is a huge win for a brand that wants returning customers).
And sure, the younger crowd may be more vocal on social media. They may post more pictures and statistics clearly show that they get a much larger and faster response from their social media pictures and posts, but I don’t believe this tells the full story.
My age group may not be as loud on social media, but that doesn’t mean we are not there. And it doesn’t mean we are not paying attention to the messages brands are sending. We are. And when a brands message captures our attention and we find products that we like, we have the financial means to buy them.
Brands, when you put your social media message out there, you are telling us who you feel should be using your product. If I don’t see people my age using it, I may very well move on to find a product that seems to be more fitting for me.
Ageless Beauties, do you have any favorite brands that let you know they want your business by sharing content that is relevent to you on social media?
I’m going to be seeking out brands and products that want our business and will be sharing them with you here on the blog. Keep checking back as I am always keeping my eyes open 🙂
Latest posts by Krystal (see all)
- Video:Abraham Hicks – Making Peace with the Aging Process - May 29, 2017
- Rodan + Fields Lash Boost Product Review + a Giveaway - May 21, 2017
- Mother’s Day Quotes – Happy Mother’s Day, Ageless Beauties! - May 13, 2017