ALL CONFERENCES

Silver is the New Cool: How 50+ Consumers Are Redefining Beauty and Brand Relevance

Conference

17/09/2025 | 15h00 - 15h45

As the global population ages, the beauty industry is embracing the power - and influence - of the 50+ consumer. No longer relegated to the margins, older consumers and influencers are stepping into the spotlight, bringing a sense of trust, depth, and timelessness that many younger-focused campaigns lack. In a market fatigued by fleeting trends and hype-driven marketing, the rise of the silver economy offers a refreshing shift: one that celebrates authenticity, experience, and aspirational aging. This session will explore how beauty brands are embracing the cultural capital of older demographics, using legacy, storytelling, and multi-generational casting to re-legitimize their voice. Featuring insights into how mature consumers drive purchasing decisions across households and how their presence enhances brand credibility, we’ll unpack why targeting this audience isn’t just inclusive - it’s a bold, future-forward marketing strategy.

Speakers