The U.S. indoor-tanning market emerged in the late ’70s and early ’80s and was labeled a fad by naysayers who didn’t recognize the benefits of exposure to ultraviolet light. Fast-forward to 2007, and indoor tanning has grown into a $5 billion industry that provides consumers with a way to look good and feel good.
While the majority of those who tan continue to be in the 18-49 age group, it is important to recognize that the industry’s customer demographic contains one of the highest service-based spending groups—the maturing baby boomer.
Defining the term baby boomer can be a little tricky at times, but according to the U.S. Census Bureau, baby boomers constitute individuals born between 1946 and 1964. This means there are approximately 76 million people ages 40 to 59 in the United States—and many of them are tanning clients.
Statistics indicate that baby boomers spend $4 out of every $10 on beauty. As a salon offering tanning and skincare services, boomer beauty could and should be a “revenue beast” for the tanning facility. The following information provides their perspectives and the facts to help the salon increase profits within this demographic.
Boomer Perspective
Aging is being defined and redefined by The Beatles generation. Boomers are throwing out the traditional view of middle age and replacing it with “The New 30.” Historically, 40- to 60-year-olds have not viewed health, fitness and skincare products as essential. It was the generation of the ’60s, and everything was about the times. However, as the boomer generation matures, those views are drastically different and focused on age management and fitness. Today, one of the top three concerns for the boomer is beauty and well-being.
While the U.S. Census Bureau’s baby-boomer timeline is accurate, research indicates that the boomer generation actually began earlier and can be broken into two segments: those representing individuals aged 42 to 51 and those aged 52 to 61. The younger boomers primarily are preoccupied with families. They will spend approximately 11 percent more than average on goods relating to children, according to MetLife’s Mature Market Institute. The elder boomers are empty-nesters who now have greater disposable income and are more likely to spend their money on their home and personal well-being.
Ellen Barkin speaks for the elder group in a recent article in Harper’s Bazaar: “At 40, I thought, there’s no way I won’t get a lift, get my eyes done. But today I look at Charlotte Rampling and think, now, that’s a sexy, gorgeous face.” The older group definitely values beauty but does not want a complete reconstruction of their college graduation portrait. The tanning salon is attractive to the over-50 age group and will see an increase in clientele if it appeals to bringing out their natural beauty while providing the best in skincare products. This age group views a bronze tan as a natural, healthy-looking appearance.
The younger boomers will fight for the idea of “The New 30.” They are not that far removed chronologically and sentimentally from how they were in their 30s.These boomers still feel very young because they have children living at home and they are staying physically fit.
According to the Women2Women (W2W) Communications Group of Campbell-Ewald, seven out of 10 boomer women claim to feel much younger than their actual age. By marketing the salon’s services to this demographic, the salon will be viewed as an oasis as they sojourn for the fountain of youth. Do the math on the current 42-51 age group. Cater to the perspectives and realities of this younger boomer group, and the majority of the salon’s clientele should be between the ages of 42 and 51 over the next five to 10 years.
Steve Sivadge is a consultant and speaker for organizations that are designing their futures. He works with boomer and Generation X executives, managers and teams to design their current cultures into industry leaders, while preparing organizations for the next generation of transformation. He can be reached at steve@sivadge.com.
Boomer Facts
Over the past 10 years, some marketers have shunned baby boomers in order to appeal to the 18- to 29-year-old age group. While this age group constitutes many existing customers, the salon cannot ignore boomer clientele. The revenue associated with the boomers is a beast— the numbers speak loud and clear:
- Oldest boomer this year: 59
- Youngest boomer this year: 40
- Boomer population: 76 million
- Percentage of adult population over age 50 in 2010: 33%
- Percentage of empty-nest boomers having $5,000 or more in extra annual income: 66%
- Percentage of income spent on beauty by boomers: nearly 40%
- Boomer women who say they work at trying to maintain a youthful appearance: 62%
- Annual spending power of boomers: $2 trillion
Sources: U.S. Census Bureau; Brent Green & Associates, Inc.; Forbes; Women2Women Communications Group of Campbell-Ewald; The Boomer Project: Marketing to the Middle Age of Aquarius.
