Many marketers talk about
targeting
the twenty-something sweet spot.
That may be the AVERAGE sweet spot
but it might not be YOUR sweet spot.
Elizabeth Arden’s sweet spot
is the older woman.
Scott Beattie,
CEO of Elizabeth Arden,
shares
“Frankly,
if you look around the world,
the most attractive demographic
to sell to
is that woman between 45 and 70.
They had control of a disproportionate
amount of the world’s disposable income.
And, in fact,
they have a lot more wealth
than many of the younger generations.
And they’re living longer.
They care more about their appearance.
They’re investing more in things
like anti-aging and make-up
that brings anti-aging kind
of characteristics.”
“They’re much more in tune
with understanding the product.
They’re less in tune
to celebrity endorsement
or fancy ad campaigns.
If they find a product that really works
and they believe in,
they’re much more loyal customers
as well.
And that would apply
around the world,
not just in North America.”
Don’t forget about the older woman
as a possible target market.