Attracting a New Shopper Segment

The Problem
A global beauty care company wanted to attract shoppers over 50 and sensitize its 20-something marketing organization to the real needs of these shoppers.

The Approach
WSL Strategic Retail's 50+ Sensitivity Training helped brand-marketers, researchers and the advertising agency understand the myths of marketing to 50-plus consumers. The daylong, offsite training included initiatives to broaden thinking and break down stereotypes. Plus, a focus group with 50-plus consumers evaluated specific product and advertising concepts.

The Result
Younger marketers recognized the opportunities. The company developed a series of successful products, and a new advertising message attracted the desired audience.