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With the first wave of baby boomers turning 65, maintaining an active lifestyle is high on their priority list—as is maintaining a more youthful appearance. A recent report from Global Industry Analysts projects the anti-aging products market to reach $291 billion worldwide by 2015. Moreover, this market may be more recession-proof than others, as this population continues to seek the fountain of youth and shows no sign of abatement. There’s no better time than now to capitalize on this trend and provide them with hair care solutions specific to their needs.
According to the results of a recent poll by The Associated Press and LifeGoesStrong.com, almost one-third of baby boomers report they regularly color their hair (and more than half of female respondents say they do so). A full 73% of those who color their hair admit they do so to cover up the gray. However, gray or white color is only one sign of aging hair; other signs include a change in texture, diminished density, surface dullness, increased dryness and breakage/fragility. Some of these changes are due to the environment—years of blow-drying, straightening, ironing and brushing taking their toll—while other effects are simply due to the physiological changes of getting older. These transformations occur gradually over time:
Clearly, a hair care line designed for the baby boomer population has different requirements than a line geared toward Millennials/Generation Y. Products in an anti-aging hair care line need to leave hair shiny to make up for the loss in natural sebum—but without weighing it down or leaving it greasy. They’ll need to be gentle on hair and strengthen it from the inside out.
And, they’ll need to protect hair from past environmental damage and the hair coloring process that’s likely to occur in the future (if it hasn’t started yet). It’s a tall order, but an effective anti-aging regimen can be broken down into four key steps.