EDITOR'S LETTER
Mirror Mirror...

It's always with mixed feelings that I approach our December issue. Not because the year is over. But because it's the one issue where I look in the mirror and can't believe those people we're talking about—boomers and beyond—include me.

What I do enjoy, however, is seeing how much money marketers spend on trying to find out what makes us tick. Like it's some sort of surprise that we don't accept aging gracefully. Well, duh. Or that we don't want to look our age. Double duh.

If I were to give one morsel of marketing advice to younger ECPs who are presenting product to the me's of this world, it would be: Never, ever use the word "because" to tie product to our age.

In other words, it's fine to tell me this frame color looks great with my hair. But don't add it's because my hair is grey. And, please do tell me a lens tint or frame shape looks good with my skin. But don't say it's because it hides the "creases" around my eyes. Or that certain uplifting styles take attention away from a neck that is beginning to look like my mother mated with a turkey.

Don't get me wrong. Discussing features and benefits is smart. But tell me about the technology behind today's great products. Or stress the fashion-forward look they provide. Just don't tie those FABs to aging. My aging.

It's OK if the mirror reminds us we're not 35 anymore. But, it's not OK if you do, too.

Sincerely,

Stephanie K. De Long, Editor-in-Chief

P.S. All of us at EB wish you and yours the happiest of holidays and all the best for a happy, healthy, and prosperous new year.