From Invisibility to Innovation: A Start-Ups Strategy for Filling the Market Void in Elderly Skincare

As the size of the beauty and skincare market increases, there is still great potential for the development of the middle-aged and elderly beauty and skincare field. This paper introduces a hypothetical skincare brand specifically targeting this demographic, with a focus on entering and scaling in the anti-aging sector. Through consumer segmentation, product efficacy analysis and positioning, a conjoint survey, correlation coefficient, and linear regression analysis, the study identifies key factors for success. The findings suggest that the hypothetical brand should prioritize mild ingredients, maintain affordable pricing, and offer large-volume and bulk packaging options. On the other hand, product efficacy is not the primary goal that the brand needs to develop when targeting the middle-aged and elderly market. The significance of this research is to help middle-aged and elderly women enhance their skincare quality from the perspective of skincare product companies. t addresses the challenges of social marginalization, to help women regain self-confidence while advocating for greater gender and age equality in society. This paper serves as a valuable resource for businesses aiming to enter or expand the market for silver hair.