For decades, marketers of cosmetics and skin care solutions positioned their products for mature women as being suitable for the 40+ age group. As Baby Boomers aged, marketers began talking to women in the 50+ age group. And as female Baby Boomers have indicated a continued interest in spending money to look their best, more marketers are  seeing a niche for women in the next decade – 60+.

David B. Wolfe, head of Wolfe Resources Group,  recently told MediaPost that “since 1989, the majority of women in the U.S. have been over the age of 40, and yet through most of that time the cosmetics industry has focused on younger and younger women.”  As the number of women over age 40 continues to grow, marketers like Avon are making changes. Later this year, the company will use Jacqueline Bisset to promote its new ANEW Platinum line of skin care products which is designed specifically for consumers over age 60. Avon isn’t alone in targeting this demographic. A quick review of any consumer magazine shows beauty companies vying for the attention of Boomer women by using icons such as Ellen Degeneres and Diane Keaton.

Wolfe notes that using age as the only demographic trait to position beauty products can be difficult to pull off. “There has to be some kind of values that resonate, and it’s very hard to predict,” he says. The Boomers, after all, are members of the generation that promised never to grow old. But as more 60+ women buy products to help them look their best, marketers have an opportunity to reach out and make them feel important and valued. The strategy should result in increased sales.

[Sources: Avon Products. 23 Aug. 2010. Web. 1 Sept. 2010; Mahoney, Sarah. Avon Launches 60-Plus Skincare Line. MarketingDaily. 24 Aug. 2010. Web. 1 Sept. 2010]

Who knew consumers are more open to spending money on newly launched products right after they get paid?  Professors Himanshu and Mishra (Utah) and Nayakankuppam (Iowa) call this behavior promotion-focused.  At the end of a pay cycle, when funds are tight, consumers exhibit prevention-focused behavior in the stores. A soon-to-be-published study on this topic contains important insights for marketers who want to know the best time to promote new products.

The researchers explained behavioral differences by analyzing consumer decisions when purchasing toothpaste. For example, consumers with a recent paycheck will buy whitening toothpaste in the hopes that they’ll become upwardly mobile. By the end of the pay cycle, when cash is tight, consumers purchase cavity-prevention toothpaste. By avoiding cavities, consumers can preserve money and the lifestyle they’ve already attained. Similarly, consumers  might be more apt to purchase laundry detergent that makes clothes smell nice right after they get paid. When they are out of money, consumers want to purchase detergent that extends the life of the items.

Based on these differences in consumer attitudes, the researchers say, “it would be more effective to launch new products at the beginning of the month (presumably, when people are near their paycheck and promotion-focused) rather than at the end of the month, when people are prevention-focused.” Of course, the study does include that giant presumption regarding exactly when people get paid. In many cases, payroll occurs twice a month and timing promotions to these payroll cycles could be tricky.

But the findings contrast what many had believed was a strong consumer loyalty to a specific product and indicate that a well-timed and positioned advertisement can effect sales.  The authors conclude “[t]he findings suggest to managers that the best time to promote products or messages with a promotion appeal is the near-salary condition and those with a prevention appeal is the far-from-salary condition.” Although the size of the sample,  61 consumers in the first phase and 152 consumers in the second phase was small, and the age range (21-45) limited, the findings are important to consider when promoting products during recessionary times.

[Source: How Salary Receipt Affects Consumers’ Regulatory Motivations and Product Preferences. SSRN.com 2010. Web. 1 Sept. 2010]

What does it mean when 5,000 men fill out a survey on what and where they like to drink?  For one thing, marketers can use this information to recalibrate their ad campaigns to reach the elusive male. The findings of the recent Esquire survey on this topic tell us a bit about the differences between older and younger men when it comes to drinking, too.

For example, men who are age 55+ enjoy one 1-2 drinks a night. Younger drinkers, those between the ages of 21-24 claim to drink between 2-4 beverages when they’re out partying.  Based on these answers, perhaps beverage marketers should continue to position their ad campaigns to younger audiences.

Here’s a list of the preferred beverages for this pool of men:

• Beer 47%
• Cocktail 20%
• Straight liquor, rocks 16%
• Straight liquor, neat 8%
• Wine 10%

Here are the forms of marketing that men say are most influential when they choose what to drink:

• TV 24%
• Movies 14%
• Music 6%
• Billboard 1%
• Magazines 26%
• Dear old dad 29%

And to position the beverage of choice, marketers might appeal to the reasons men say they drink. For 24% of survey takers, the reason is to enjoy the drink. Another 25% drink to relax while 39% drink to socialize. Esquire editors refer to the poll as having “scientific-ish results” .  It might not be enough to stake an ROI on but it does offer insights into the thought process of one major customer group for beverage manufacturers.

[Source: The Esquire Survey of Drinking. Esquire.com. 12 Aug. 2010. Web. 31 Aug. 2010]

Highly touted electric cars will be rolling off the assembly lines later this year. And while consumers  are intrigued by this new automotive category and have incentive to buy, thanks to a sizeable tax credit, they also have questions. The findings of a recent Consumer Electronics Association survey show that auto makers are likely to engage in educational ad campaigns to boost sales.

Here’s what consumers like about electric cars:

• Vehicles don’t use gasoline 78%
• Less pollution 67%
• No need for oil-changes or tune-ups 60%

However, consumers are also hesitant to purchase an electric vehicle. Price is an issue. Even with the tax credit, a GM Volt will cost about $33,500 and the Nissan Leaf will cost $25,280.  Some models, for now, may only run 40 miles on a battery charge before the engine switches to the gas engine that allows an additional 300 mile range. And the batteries will need to be charged at home or at work. Here are the specific consumer concerns on this topic:

• Running out of battery power on the road 71%
• Unable to recharge 66%
• Limited mileage range 59%
• Not interested in installing a home-charging station 51%

Bracken Hendricks, a senior fellow at the Center for American Progress, says “[e]lectric vehicles are going to be the dominant automotive technology of the future. All the trends are moving that direction.”  Because of the performance uncertainty and higher prices, manufacturers will be promoting leases as the best way to purchase an electric car. In addition, auto manufacturers are expected to launch educational campaigns in the next few months to generate sales and interest in this category.

[Sources: Clayton, Mark. Chevy Volt vs. Nissan Leaf. Csmonitor.com. 27 Jul. 2010. Web. 27 Aug. 2010; Americans Want to Give Electric Vehicles a Test Drive. CEA.com. 23 Aug. 2010. Web. 27 Aug. 2010]