MIRROR, MIRROR ON THE WALL, WHO'S THE VAINEST OF THEM ALL?

By Richard Irvine

Who, indeed?

You might be forgiven for assuming it’s Gen Z, or their younger siblings Gen Alpha.

Their voracious appetite for taking selfies with 84% of Gen Z taking and sharing self-portraits

every single day (54% of which showcase their make-up, clothes, looks) would definitely lend

support to this view.

And when you look at the uptake in gym memberships, Gen Z, again, is leading the way

accounting for 47% of all new gym memberships.

This and the link to the fall off in traditional social drinking (I.E. improving general health and

taking on less calories), demonstrates that the aim of achieving a healthy lifestyle and a positive

body image trumps all for many of this generation.

(You can even link the two. Think about how many selfies are taken in the gym?)

That said, if you flip the discussion and look at the fiscal value of the Vanity Economy, a different

picture starts to emerge.

According to Julius Baer, “the 55+ represent nearly 40% of total personal consumption

expenditures in targeted lifestyle, nutrition and appearance”.

While younger generations buy cheaper more trend driven skin care products, the Third Age

spends heavily on the high-end, premium priced corrective skincare serums and anti-aging

products.

It’s the same story with cosmetic surgery as higher disposable income and increasingly longer

and active social lives are driving more and more over 55’s towards the operating theatre to help

maintain their looks.

But this should come as no surprise.

This generation came of age when youthful good looks were showcased and celebrated - Glam

Rock, the fashion of Mary Quant and bearing all on the the beach. Vanity, plus it’s close cousin

hedonism became the order of the day.

To think that as they age, they will no longer check the mirror, or yearn after a new pair of Adidas

Gazelles, is to seriously underestimate this cohort.

And their spending power.

P.S. the Third Age have been known to take a selfie or two but only 19% admit to taking them on

a regular basis and even then express reservations about doing so 😉

Richard Irvine is Co-founder and Creative Director at A3A