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Maturing
     women and
      unwanted
      facial hair
ann.steyaert@psilogy.com




                           1
Midlife/ senior
 life stage is
paradoxical by
    nature:



   Something
women love and
hate at the same
      time.




                   2
During menopauze, women often feel rotten!



                              Constanly thinking about death.




                                                                3
“My mother is going to have to stop lying about her age because
pretty soon I'm going to be older than she is.”


      •    Boomer women?


          o … the grips of a midlife crisis 


          o … going through menopause 


          o … considering cosmetic makeovers 


          o …caring for elderly parents while parenting own children and working full
            time 




                                                                                        4
And still … Boomer women are reinventing themselves!



     •    The sheer number of boomer women is changing the image of midlife
          women like no other generation before.


         o Boomer women are more educated, spiritual, wealthy, healthier, … than
           any generation before.


         o It's no secret … nowadays Boomer women want to look younger!


         o They are choosing to follow their own passions.




                                                                                   5
Yes, the times they are changing … terms like mature (overripe),
middle-aged (frumpy) and senior (out to pasture) fail to convey
their vitality and potential
      •   The age of female riders is increasing, today averaging 42 years old*
      •   Since Sept 2008, the number of women over 55 on FB has tripled and
          makes up the social network's fastest-growing age group.

                                                    2009
          1958




                                                                                  6
Boomer women feel a lot more confident now compared to
when they were young …

     •   Constructive view upon life and growing old
     •   Finding renewed energy
     •   More comfortable with their own body (and
         face), with their looks.



     •    And interesting for Philips:
         • Boomer women wish to pamper themselves a
            lot 
         • They love luxury 
         • They consume a lot 




                                                         7
Women after menopauze feel more confident and gain
strength : Time for a ‘Comeback’

     •   Female Empowerment! Overall women have an optimistic view on
         life after menopause:
           •   @work: having some responsibility  challenging and
               satisfying.
           •   @home: fulfillment from children growing towards young
               adults .
           •   Feeling that personal and social life is very rich (family, friends,
               art, theatre, books, …)
           •   Not taking themselves too seriously, but they finally want
               recognition from society.
           •   Feeling confident and competent to deal with life and
               problems as they happen


                                                                                      8
Almost 2,000 aged between 45 and 60 were asked what books they liked and why.




            2/3 said they were keen on raunchy scenes in novels.
                    1/2 said sex in books was 'titillating'
            1/10 actively chose books which featured lots of sex.


                                                                                9
Harmonized Need States Model - 9 different female archetypes
                                    * 3 partners - + 20 years of experience




           [The Spunky Young                             [The Social
                 Minded]             [The Cougar]        Networker]



        [The Iron
          Lady]                                                [Mother Nurturer]



        [The Trendsetter]
                              Modest/ submissive woman


                                                           [Miss romance]
                    [Re-engager
                      The Icon
                      woman]


                                                                                   10
So how do these midlife women deal
     with unwanted facial hair?




                                     11
Unwanted facial hair also
makes boomer woman feel …


        UNFEMININE it is a
          MALE thing!




                             12
Unwanted facial hair also makes boomer woman feel …




UNCLEAN, not fresh

                                                      13
Unwanted facial
hair also makes
boomer woman feel
…




                    INSECURE
                    It is a shame and
                    a taboo



                                    14
Unwanted facial hair also makes
boomer woman feel …
the world is UNFAIR




                                  15
Though boomer women are very vain, they are also more
experienced, and hence they know to deal with unwanted facial
hair growth in a more mature way.


     •   It is ‘just another sign of getting older’…. Damned! I hate it!

     •   Let’s do sth about it: let’s find the best way to remove it/make it
         invisible:

           •   No stress, not taking it too serious, but let’s do sth about it
               rather today than tomorrow.

           •   Price is less of an issue, as long as the tool/means/expert gives
               me what I deserve.



                                                                                   16
Any new concept for removing
unwanted facial hair should be:

   •   Very personal

   •   Very feminine

   •   Very facial specific

   •   Very small




                                  17

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Maturing Women And Unwanted Facial Hair

  • 1. Maturing women and unwanted facial hair ann.steyaert@psilogy.com 1
  • 2. Midlife/ senior life stage is paradoxical by nature: Something women love and hate at the same time. 2
  • 3. During menopauze, women often feel rotten! Constanly thinking about death. 3
  • 4. “My mother is going to have to stop lying about her age because pretty soon I'm going to be older than she is.” • Boomer women? o … the grips of a midlife crisis  o … going through menopause  o … considering cosmetic makeovers  o …caring for elderly parents while parenting own children and working full time  4
  • 5. And still … Boomer women are reinventing themselves! • The sheer number of boomer women is changing the image of midlife women like no other generation before. o Boomer women are more educated, spiritual, wealthy, healthier, … than any generation before. o It's no secret … nowadays Boomer women want to look younger! o They are choosing to follow their own passions. 5
  • 6. Yes, the times they are changing … terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential • The age of female riders is increasing, today averaging 42 years old* • Since Sept 2008, the number of women over 55 on FB has tripled and makes up the social network's fastest-growing age group. 2009 1958 6
  • 7. Boomer women feel a lot more confident now compared to when they were young … • Constructive view upon life and growing old • Finding renewed energy • More comfortable with their own body (and face), with their looks. • And interesting for Philips: • Boomer women wish to pamper themselves a lot  • They love luxury  • They consume a lot  7
  • 8. Women after menopauze feel more confident and gain strength : Time for a ‘Comeback’ • Female Empowerment! Overall women have an optimistic view on life after menopause: • @work: having some responsibility  challenging and satisfying. • @home: fulfillment from children growing towards young adults . • Feeling that personal and social life is very rich (family, friends, art, theatre, books, …) • Not taking themselves too seriously, but they finally want recognition from society. • Feeling confident and competent to deal with life and problems as they happen 8
  • 9. Almost 2,000 aged between 45 and 60 were asked what books they liked and why. 2/3 said they were keen on raunchy scenes in novels. 1/2 said sex in books was 'titillating' 1/10 actively chose books which featured lots of sex. 9
  • 10. Harmonized Need States Model - 9 different female archetypes * 3 partners - + 20 years of experience [The Spunky Young [The Social Minded] [The Cougar] Networker] [The Iron Lady] [Mother Nurturer] [The Trendsetter] Modest/ submissive woman [Miss romance] [Re-engager The Icon woman] 10
  • 11. So how do these midlife women deal with unwanted facial hair? 11
  • 12. Unwanted facial hair also makes boomer woman feel … UNFEMININE it is a MALE thing! 12
  • 13. Unwanted facial hair also makes boomer woman feel … UNCLEAN, not fresh 13
  • 14. Unwanted facial hair also makes boomer woman feel … INSECURE It is a shame and a taboo 14
  • 15. Unwanted facial hair also makes boomer woman feel … the world is UNFAIR 15
  • 16. Though boomer women are very vain, they are also more experienced, and hence they know to deal with unwanted facial hair growth in a more mature way. • It is ‘just another sign of getting older’…. Damned! I hate it! • Let’s do sth about it: let’s find the best way to remove it/make it invisible: • No stress, not taking it too serious, but let’s do sth about it rather today than tomorrow. • Price is less of an issue, as long as the tool/means/expert gives me what I deserve. 16
  • 17. Any new concept for removing unwanted facial hair should be: • Very personal • Very feminine • Very facial specific • Very small 17