Target market

Over the years Diorissimo has become a dated scent which is mainly attracted to older women. These are probably the women who bought it when they were young and continued to wear it. When it came out it was known to be young and fresh, but nowadays it seems that Miss Dior and Dior addict are the scents which tend to attract a younger and quite cheeky audience. For Diorissimo I want to target a new audience to bring back the young fresh image it once was before, but in a modern way. 

The Diorissimo woman 
-I feel that the Diorissimo woman is elegant and natural.
- She's natural in a way that she doesn't wear much make-up but still looks and feels beautiful.
- She's in touch with the natural world, likes to be outdoors and keeps healthy, through exercise and organic products.
-taking the dog out for a walks in the park 
-18 to late 20s  
-Playful, energetic, likes to have fun.
-carefree 
-lives in suburban areas but still close to the city

Although I may be targeting a younger audience there is a new group of consumers called 'the flat age society' who over the age of 50 but they have a lot in common with the younger generation.  

  
What is the flat age society?
The flat agers are consumers who are over the age of 50 and do not want to be defined by their age. They are the first baby boomers, born between the mid- 1940s and the mid-1950s and in 10 to 15 years’ time, the later boomers – known widely as Generation Jones (born between 1954 and 1965) – will be next. Youth isn't in the growth anymore, the flat agers are as they are the ones who have money to spend and by 2015 it is estimated that there will be 2 billion consumers within the flat age society.

More and more of these consumers are becoming tech savvy and want devices to help them connect to the world. Over 30% of US baby boomers in the 50–64 age range own tablet computers like the iPad, according to Pew. Flat Agers are the most rapid adopters of social media networks in the United States, with usage rising to 43% of over-65s in 2013. They are also busy buying online, using comparison-shopping online sites and they are up for fun, innovative services. This is why social media platforms would be a good way to access this type of consumer. 

Nowadays people seem to live longer and retire later. They are healthier and so they simply don’t look, act or feel old. Flat agers have things in common with the millennial. They are like adventures and often want experiences which feel like they always have experienced since the were in there 20s. The re-adverturers are keen on eco-themed luxury travel. "They want to have a memorable experience of fun and romance, but they also want safety, security, luxury, all the things that make them feel comfortable," says Dychtwald. People over 50 are also interested in boosting their nutrition and buying organic, healthy products.

Also many are fashion conscious. They are the 'flat-age fashionistas'. Many older models are being featured in fashion advertising such as the 2014 pre-autumn lookbook for The Row, the couture label by Mary-Kate and Ashley Olsen, and you’ll find 65-year-old beauty Rodin gracing several of its pages.

Another example would be actress Jessica Lange, 64, was announced as the face of Marc Jacobs’ new beauty campaign in February 2014,

and actress Charlotte Rampling, 68, is the new ambassador for NARS’ 20th anniversary campaign. Model Daphne Selfe, meanwhile, featured in TK Maxx’s 2013 autumn/winter campaign. Also Jacky O'Shaughnessy made American Apparels campaigns at 63. 

Lanvins fall 2012 campaign is another example

In terms of beauty, they don't want to always be told that they need to buy anti-aging products in order to feel and look young. They want to embrace there age and feel beautiful the way that they are. Some brands are moving towards more positive marketing of beauty for 50-plus consumers. YSL recently launched Or Rouge, a skincare product featuring saffron, which YSL is promoting as a ‘renaissance treatment’ rather than an anti-ageing cream. ‘[The message] is more positive and affirming than anti-ageing,’ Bella Blissett, beauty columnist for The Mail on Sunday’s You magazine and freelance beauty editor, tells LS:N Global. ‘A key word is vitality, which comes from the root word vital, which means ‘life’,’ adds Dr Furlong.

Icons which embody the flat-age society include Vogue editor Anna Wintour is 64. David Bowie is 67. Mick Jagger is 70.

  

   



      

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