When one thinks about boomer marketing, shirtless men, pool parties and seductive poses may not be the first thing that comes to mind. In the case of this Barneys Spring/Summer 2015 ad, the opposite is true.
The luxury retailer enlists the help of supermodels Pat Cleveland, Stephanie Seymour, Brooke Shields and Christie Brinkley for their latest campaign and prove that attractiveness only grows with age.
While women of a certain age--in this case late 50s and 60s--are not the common generation of most models, these stars prove that they've still got it. The gorgeous women celebrate getting "Better with Age", Barneys' headline for the ad instead of perceiving the idea as a stigma or barrier in their career.
This boomer marketing example follows in the footsteps of other fashion labels including Dolce and Gabbana and Saint Laurent whose recent campaign stars included Joni Mitchell and Neil Young.
What's Driving This Trend
- Boomer Marketing
- Opportunity to target and celebrate the attractiveness of older consumers in advertising campaigns.
- Ageless Beauty
- Opportunity for the beauty industry to create products and services specifically designed for older consumers.
- Inclusive Fashion
- Opportunity for fashion brands to feature a diverse range of ages and body types in their marketing campaigns.
Who This Affects Most
- Fashion
- Fashion brands can disrupt the industry by embracing and celebrating the beauty of older consumers.
- Beauty
- Beauty brands can disrupt the industry by developing innovative products tailored to the needs of older consumers.
- Advertising
- Advertising agencies can disrupt the industry by creating campaigns that challenge traditional beauty standards and embrace diversity.
