The Marketing Millennials 291 - A Crash Course in Marketing to Older Women (And What It Means for Brand Loyalty) with Sara Mitzner, VP of Brand Marketing at AS Beauty Group
Nov 12, 2024
Sara Mitzner, VP of Brand Marketing at AS Beauty Group and a seasoned expert in marketing to older women, discusses the untapped opportunities within this demographic. She highlights their brand loyalty and higher disposable income, urging marketers to shift their focus toward Gen X women. The conversation touches on overcoming e-commerce fears, effective engagement strategies on platforms like Facebook and Instagram, and the significance of authenticity in marketing. Mitzner underscores the power of personal recommendations and the need for innovative retail methods to enhance brand connection.
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Untapped Market
- Older women, often possessing higher incomes and brand loyalty, present an untapped market.
- Their loyalty increases lifetime value, contrasting with younger generations' tendency to switch brands.
Authentic Representation
- When marketing to older women, feature them in your ads, showcasing diverse ages and skin tones.
- Authentic representation builds trust and resonates with the target audience, making them feel seen and understood.
Let’s Get Old Together Campaign
- AS Beauty, featuring Paulina Porizkova in a campaign titled "Let's Get Old Together," showcased her being admired by younger women.
- This flipped the script, showing older women as aspirational figures, challenging traditional beauty standards.