News & Reviews

Grey is Golden

I watched with absolute delight but also with some degree of horror as Pierce Brosnan - my favourite James Bond, the man with more than the golden gun - told me in his sultry fashion that I'm "worth it" in the latest L'Oreal TV advert for Vita Lift Men Expert.

"How could my action hero extraordinaire have sold out to the world of mass TV advertising, his greying temples starting to betray his lost youthfulness?" I asked myself.  It's the power of the grey pound!  L'Oreal unveiled Jane Fonda, now 69, as the new face of its TV advertising last year and now it's Pierce's turn.

Saga, which caters for the over-50s, has reaped the rewards of a big-spending elderly population. Its operating profits more than trebled in five years to £130 million in 2006.  A study by Verdict Research predicts that the retail market for over-65s, currently valued at £37 billion, will be worth £64 billion in 10 years, with spending significantly higher in the traditionally youth-orientated fields of fashion, beauty and electrical goods. 

Don't underestimate the spending power of your elder clients or their interest in spa and leisure activities.  The original James Bond aficionados will be leaping from the sauna and sweeping up unsuspecting ladies from the relaxation room before you know it!

 

http://www.visit4info.com/advert/LOreal-Men-Expert-Vita-Lift-Pierce-Brosnan-LOreal-Men-Expert/55745

 

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