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Industry Spotlight > Women in Wealth

Vanity thy name is boomer

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The recession may have made thrift fashionable, but for boomer women, there’s no trading down when it comes to skin care. A new report from market researcher Mintel found that boomer women’s brand loyalty is low when it comes to simple purchases like paper towels or bandages, but they are unlikely to trade beauty brands.

Boomer women aren’t trading brands, but they have changed the way they shop. Fully 10 percent say they are shopping online, and only 19 percent are shopping in department stores.

Older women are the most tenacious about their brand loyalty. Over one-third of respondents between 35 and 54 said they were still buying the same brands as before the recession, while 41 percent of older women agreed.


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