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Timeless Beauty
As the population ages, the taste for fun and funky eyewear stays fresh. The key to success with the silver set is providing ageless options
by Amy Spiezio

A progressive friendly B measurement is no longer a roadblock for frame style. These days, textures, colors, shapes, and trends all transcend any age lines. Shown clockwise from above: Ellen Tracy style Vitreous from ClearVision; M+ style 1126 from Modo; la Eyeworks style Goldfish; Badgley Mischka style Victoria 2 by Sama; Ferragamo Divine style FE02637 by Luxottica

For healthcare professionals—and that means ECPs too—the odds are that an increasing portion of their patients are over age 55.

According to a recent study by the Mature Market Institute (a division of MetLife), seniors 65 and over account for 12.6 percent of the population, and by 2030 the baby boomers will be ages 66 to 84 and will make up about 20 percent of the total population.

Working with this group requires an understanding of seniors' specific retail needs and how to spin those needs in the optical arena. 

Fighting the good fight. Today's older population is taking on aging, and the beauty industry is responding. Recently, Datamonitor released a market report suggesting that women over age 50 are the primary targets for the cosmeceuticals market.

Optical strategy: Put eyewear into the category of an anti-aging tool and show the cosmetic effects of eyewear. Be ready to explain the wrinkle-fighting properties of sunwear with full coverage—less exposure equals fewer lines. 

Forever fashionable. The days of mature and hip being mutually exclusive are gone. The Allure of Beauty Study, developed by Allure magazine and conducted by marketing firm StrategyOne, noted the respondents thought that women over 50 were just as beautiful as women under 30.

Other retail segments are targeting this demographic with new chains of clothing stores such as Gap Inc.'s Forth & Towne, Gymboree's Janeville, and American Eagle's Martin + Osa, that focus on mature style that's cool.

Optical strategy: Keep fashion in the forefront for progressive wearers. Today's eyewear for single vision Rxs can be found in expanded designs that allow a deeper B without retiring style.

An ageless generation. The newest crop of older consumers don't think of themselves as older consumers. The Boomer Project, a marketing research and consulting firm, reported that boomers on average see themselves as 12 years younger than they are.

In addition, Focalyst consumer research found that the qualities contributing to brand loyalty are not determined by age, but rather by perceived benefits and value.

Optical strategy: Treat all patients with the same respect and consideration. Don't steer silver-haired patients to the oldies and cheapies. Show them the fashion-forward colors, new technology, and chic styles, too. 

— By Amy Spiezio