Abstract

24% of the world population is older than 50 years old. In Europe and in the United States of America, these values respectively reach 40% and 36% of the population. How does ageing influence their beauty routine needs? And what does it mean for hair care? 24% of the world population is older than 50 years old. In Europe and in the United States of America, these values respectively reach 40% and 36% of the population [1]. Seniors born between 1946 and 1964, the last year in which annual births exceeded 4 millions, are called baby-boomers and belong to the “Silver generation”. They grew up in a consumerism and marketing boom, evolving in a positive economic context [2]. How does ageing influence their beauty routine needs?