Beauty’s Found Generation X
PARIS — Sonsoles Gonzalez began noticing changes to her hair beginning in her early 40s. “I used to have very thick, full, long hair, and I started feeling like my ponytail was shrinking, it was very dry,” she said. “I knew it was because of hormonal changes.” So the seasoned beauty executive — who’d worked at L’Oréal and Procter & Gamble, where she steered Pantene globally — set out to understand the phenomenon and launched the Better Not Younger brand in March. “Nobody is talking to these women,” said Gonzalez. “I knew that most briefs were targeting women 18 to 44, and it was even a little bit of a joke inside [the industry]: What happens with women when they’re 45? They disappear.” Not so anymore. Generation X is starting to seem less like the lost generation as beauty brands such as Groupe Clarins, Korres and Trinny London introduce products focusing on women in their 40s and older. “We are seeing a higher number of products that target a very specific concern, as opposed to general ‘antiaging’ ones,” said Newby Hands, beauty director of Net-a-porter. “The focus is now not on age, but on specific individual concerns, whether that is pigmentation or dullness. That meansFollow WWD on Twitter or become a fan on Facebook.
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