Harley-Davidson, Women--and Wrinkles?

As previously noted, marketers seem a bit uncertain about how to target and pursue the huge Baby Boomer demographic. Tailoring Messages to a New Audience: Wrinkled Baby Boomers, a New York Times article, reinforces that assessment. To quote excerpts:

"YOUNG LOVE," the longtime siren song of Madison Avenue, is being remixed as marketers increasingly turn their attention to consumers born when "45" meant music rather than the number after 44 and "Apple" meant fruit.

Not every marketing maneuver aimed at older consumers is wildly successful. For example, the trade publication Advertising Age reported last week that a new line of anti-aging products sold by Unilever under the Dove Pro-Age name is being outsold by a similar line of products sold by Procter & Gamble under the Olay Definity brand.

The Pro-Age line drew widespread attention for ads of nude grandmothers, tastefully photographed by Annie Leibovitz. The article in Advertising Age wondered whether the Dove ads "went a step too far in embracing aging in all its naked, wrinkled and sagging glory"; the ads for Olay Definity are more conventional.

The Boomer Beat finds the information about Dove's Pro-Age line of cosmetics interesting. Although sales figures tend not to lie, only positive comments about the advertising campaign from Baby Boomer women have been heard to date. In fact, as a male I found the campaign featuring older women both tasteful and refreshing. The women in the ads would be considered beautiful at any age.

And mature women on Harley-Davidson motorcycles? Now that is sexy.

Read the entire article here...

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