Mature Magic: YouTube Beauty Influencers
In a monthly series of posts that develop our coverage of social media beauty influencers (see YouTube’s Beauty Advocates for more), we explore the key players in a number of growing consumer groups. This month, we look at the top tastemakers holding sway with mature (50+) consumers.
Mature Beauty Market
Ageing is a big area of interest. Mature beauty gurus, armed with the internet know-how of their millennial contemporaries, are growing in influence.
According to US video marketing company Pixability (Beauty on YouTube, 2015), the mature beauty market may hold the key to critical future growth for beauty brands, as interest in mature beauty routines and anti-ageing skincare products grows on the channel.
Mature beauty content on YouTube witnessed an 81% growth rate in views from January 2014 to April 2015. By comparison, beauty content as a whole only achieved 50% growth. Further analysis suggests that content is focused on how-to videos, while product hauls and reviews – which are common in the overall beauty space – are not as popular.
Key YouTube Influencers
- Hot&Flashy (80,259 subscribers): Fifty-year-old Angie from the US is one of the top beauty vloggers for the mature market, posting product reviews and tips for looking younger and remaining on trend. “We are the first generation of women our age to be coming onto a platform like YouTube to be sharing information with each other,” she said in a post. “Never before have we been able to have this kind of rapport and repertoire where we can talk to each other in this way… I would like to see us grow this space.”
- MsGoldGirl (61,920 subscribers): In the 40s age bracket, Marnie Goldberg is younger than her mature beauty peers, posting videos about skincare, hair and make-up aimed at women at the early stage of their ageing journey.
- SugarPuffAndFluff (27,883 subscribers): UK-based Nisha (also in her 40s) focuses her beauty tutorials on the eye area, which can become harder to manoeuvre with make-up as the skin ages. Videos for hooded eyes and under-eye bags are particularly popular.
- Melissa55 (20,718 subscribers): This sixty-year-old grandmother and Southern Belle has established a cult following thanks to her unconventional approach to beauty, skincare and ageing. Contrary to common routine, Melissa forgoes moisturisers in favour of Retin-A and Retinol products – which contain a highly concentrated form of vitamin A – to combat the signs of ageing.
For more on changing attitudes to ageing and the subsequent impact on the beauty industry, see Boomer Beauty Securing the Silver Spend. For more on the growing influence and spending power of boomers, see Power Boomers, New Attitudes to Ageing and Boomers Rethink Values.