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Meanwhile, brands have more avenues than ever to capture consumer attention. But consumers are value conscious, skeptical of hype, McKinsey & Company Free Online Report Maker: Design a Custom Report - Canva

Contrary to traditional marketing assumptions, mature consumers are increasingly motivated by self-confidence rather than external validation. beuty milfs

: Women are now less likely to feel motivated to look their best to please a spouse or partner. Meanwhile, brands have more avenues than ever to

: Consumers are looking for multipurpose skincare (51%) and products that deliver clear, verified benefits. : Consumers are looking for multipurpose skincare (51%)

: Post-pandemic, 72% of women over 40 prefer products that help them look "healthy" rather than just "young". Core Consumer Motivations

: While 72% of women feel intimidated by perimenopause, only about 34% know where to seek professional help for it.