Maturing Women And Unwanted Facial Hair

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A brief analysis of boomer women and how they deal with unwanted facial hair.
By Ann Steyaert, senior fellow @psilogy

Published in: Lifestyle, Health & Medicine
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Maturing Women And Unwanted Facial Hair

  1. 1. Maturing women and unwanted facial hair ann.steyaert@psilogy.com 1
  2. 2. Midlife/ senior life stage is paradoxical by nature: Something women love and hate at the same time. 2
  3. 3. During menopauze, women often feel rotten! Constanly thinking about death. 3
  4. 4. “My mother is going to have to stop lying about her age because pretty soon I'm going to be older than she is.” • Boomer women? o … the grips of a midlife crisis  o … going through menopause  o … considering cosmetic makeovers  o …caring for elderly parents while parenting own children and working full time  4
  5. 5. And still … Boomer women are reinventing themselves! • The sheer number of boomer women is changing the image of midlife women like no other generation before. o Boomer women are more educated, spiritual, wealthy, healthier, … than any generation before. o It's no secret … nowadays Boomer women want to look younger! o They are choosing to follow their own passions. 5
  6. 6. Yes, the times they are changing … terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential • The age of female riders is increasing, today averaging 42 years old* • Since Sept 2008, the number of women over 55 on FB has tripled and makes up the social network's fastest-growing age group. 2009 1958 6
  7. 7. Boomer women feel a lot more confident now compared to when they were young … • Constructive view upon life and growing old • Finding renewed energy • More comfortable with their own body (and face), with their looks. • And interesting for Philips: • Boomer women wish to pamper themselves a lot  • They love luxury  • They consume a lot  7
  8. 8. Women after menopauze feel more confident and gain strength : Time for a ‘Comeback’ • Female Empowerment! Overall women have an optimistic view on life after menopause: • @work: having some responsibility  challenging and satisfying. • @home: fulfillment from children growing towards young adults . • Feeling that personal and social life is very rich (family, friends, art, theatre, books, …) • Not taking themselves too seriously, but they finally want recognition from society. • Feeling confident and competent to deal with life and problems as they happen 8
  9. 9. Almost 2,000 aged between 45 and 60 were asked what books they liked and why. 2/3 said they were keen on raunchy scenes in novels. 1/2 said sex in books was 'titillating' 1/10 actively chose books which featured lots of sex. 9
  10. 10. Harmonized Need States Model - 9 different female archetypes * 3 partners - + 20 years of experience [The Spunky Young [The Social Minded] [The Cougar] Networker] [The Iron Lady] [Mother Nurturer] [The Trendsetter] Modest/ submissive woman [Miss romance] [Re-engager The Icon woman] 10
  11. 11. So how do these midlife women deal with unwanted facial hair? 11
  12. 12. Unwanted facial hair also makes boomer woman feel … UNFEMININE it is a MALE thing! 12
  13. 13. Unwanted facial hair also makes boomer woman feel … UNCLEAN, not fresh 13
  14. 14. Unwanted facial hair also makes boomer woman feel … INSECURE It is a shame and a taboo 14
  15. 15. Unwanted facial hair also makes boomer woman feel … the world is UNFAIR 15
  16. 16. Though boomer women are very vain, they are also more experienced, and hence they know to deal with unwanted facial hair growth in a more mature way. • It is ‘just another sign of getting older’…. Damned! I hate it! • Let’s do sth about it: let’s find the best way to remove it/make it invisible: • No stress, not taking it too serious, but let’s do sth about it rather today than tomorrow. • Price is less of an issue, as long as the tool/means/expert gives me what I deserve. 16
  17. 17. Any new concept for removing unwanted facial hair should be: • Very personal • Very feminine • Very facial specific • Very small 17

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