There’s currently a lot of focus on how to futureproof beauty businesses by attracting gen Z and even gen alpha clients – and rightly so. But while these young make-up and skincare-savvy consumers represent the future of our industry, it’s vital to remember that it’s still the 55-plus market that is the most engaged – with both men and women in the “boomer” generation spending more time on beauty treatments and homecare than any other age group, according to new data (see page 11).
With margins squeezed, it’s never been more important to identify and nurture those client groups that continually bring money into your business and shift focus on to them, even if that means running the risk of losing some of those who don’t. As Hellen Ward points out in her column on page 33, sometimes it’s the “nice to have” extras that have to be sacrificed in order to protect the services – and the people – that actually make your business grow.