In today’s post I would like to present a study by the IKW (Industrieverband Körperpflege- und Waschmittel e.V.) that looks into the question of whether (baby) boomers can imagine a life without cosmetics.  Read the exciting results here:

Fit, healthy and beautiful – this is how the men and women of the baby boomer generation would like to be and invest accordingly in their appearance.  The desire for independence plays a decisive role here. 

Even if the baby boomers are already through their youth – they don’t want to be old and frail, and certainly don’t want to look.  A well-groomed appearance is very important to the boomers.  In the current IKW study „Boomer without make-up“, 89 percent of women and 71 percent of men between 50 and 65 years of age state that it is very important to them to do something for a good and well-groomed appearance.  For this they like to fall back on beauty and body care products: For 79 percent of women and 61 percent of men, body and beauty care are very important in life.  Only 37 percent of women can imagine a life without cosmetics.

At first glance, it is surprising that the majority of the study participants hoped that an imaginary fairy godmother would be the most important “external” wish, namely 68 percent of women and 60 percent of men. And only when asked did they give further wishes “slimmer to be” or “ less wrinkles”. The study explains why the strong desire for health and the importance of a well-groomed appearance are not a contradiction in terms.

No acceptance of physical limits

Boomers, who found it difficult to come to terms with limits even in their youth, want to take their fate into their own hands even in old age.  “Getting older” and the associated physical limits are not an option for them and are therefore not accepted.  69 percent of women and 50 percent of men want to look younger than they are.  And for this they are ready to invest in cosmetics and beauty treatments.  Both sexes enjoy the pleasant feeling after a successful visit to the hairdresser, a beautifying manicure or the application of nourishing face or hand creams.

But this is not a youth craze that they are after.  Rather, the boomers associate youthfulness with self-determination, health and independence.  Taking care of the body ultimately serves to stay independent and fit for life – and this is even more important for women than for men.  They invest significantly more in their appearance, since for them it is an outward sign of their own vitality and fitness.  50 percent of women over 50 and 33 percent of men say they invest time and money in their looks because it boosts their self-confidence.


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