Expert: Cosmetic firms need to focus on aging shoppers

04/22/2013 | CosmeticsDesign-Europe.com

Cosmetic brands are missing an opportunity to market to older customers as they age, said Mark Beasley, managing director of rhc advantage, a marketing firm that focuses on older customers. Aging consumers, he said, are more influenced by facts and logic than emotion, and don't want to be patronized to by companies. In addition, packaging aimed at older shoppers needs to use larger print and clearer images.

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