AARP has released its 2021 Mirror/Mirror: Women's Reflections on Beauty, Age, and Media, a survey of 4,851 women over the age of 18.
Related: Cosmetic Trends and Opportunities Post-COVID-19
The study showed that women age 50+, feel under- and misrepresented when it comes to wellness and beauty brands. No matter the age, women expressed their desire to see a mix of ages in advertising.
Women also want marketplace solutions that address their unique experiences, needs and values. In particular, they want a greater range of solutions for perimenopause and menopause, as well as more products tailored to people with different skin tones and hair types.
The stress of the coronavirus pandemic on women have placed a renewed emphasis on inner health, well-being and self-care, especially among Latinas and Black women.
Per the survey, 63% of Latinas and Black women are more focused on health than appearance. This could be due to the 63% of Latinas and 49% of Black women have had issues with sleep since the pandemic or the 29% of Latinas and 19% of Black women have experience hair loss or thinning. These demographic groups have also borne the brunt of job losses and health crises amid the pandemic.
