I On Beauty: Chapter 15 -- The Post-50 Market Moves Online, Spends Billions for Beauty

03/15/2015 11:25 am ET | Updated May 15, 2015


Photo from the collection of Irene Michaels

I am about to launch a fabulous beauty product called I On Youth serum, when I was researching distribution markets I came across some very interesting information regarding Post-50 online shopping that I thought I would share with you.

Post-50 shoppers are making more of their purchases online than you might think. While seniors may not be the most active demographic on social media, they aren't by any means absent from the internet. As a matter of fact, according to WSL Strategic Retail, baby boomers spend more time online than millennials. Further, the boom generation spends about $400 billion more than others each year. This is (or at least should be) changing the way online retailers are marketing themselves.

Where is the post-50 crowd spending its money? A great deal of disposable income is going toward beauty, anti-aging, and health products -- each a multi-billion dollar industry. With the advancement of cosmetic formulas, skincare and medical science, people are living longer and are eagerly striving to maintain their youthful exuberance.

As an incredibly over-scheduled woman, I value every second of my scarce free time. I would rather spend my relaxing moments with friends, family and my horse, not scavenging around shops and comparison shopping. Increasingly, I rely on e-retailers to ship my favorite products and provide information on new ones. I'm always buying things like... Soothing Touch Bath Salts, Kanebo Cosmetics, my favorite fragrance, replacement ink for printers and I even used online shopping as a research tool for developing I On Youth serum.

Unsurprisingly, America's leading online retailer has taken a special interest in the post-50 market. In 2013, Amazon launched the 50+ Active and Healthy Living Store, "featuring hundreds of thousands of nutrition, wellness, exercise and fitness, medical, personal care, beauty, entertainment items and more -- all in a single destination for customers in the 50+ age range."

Follow Irene on Facebook, Twitter, and!