When it comes to Baby boomer women, youth is the marketing watchword

In many ways, Baby Boomer Women, currently in their mid-40s to early-60s—are ideal marketing targets They’re affluent, at the peak of their earnings, and love to spend, especially on themselves. But as they move beyond 50, they’re also moving out of the marketing mainstream, and they’re not happy about it. Projecting Youth Marketers wishing to tap this group need to be aware that Boomer women aren’t content to be labeled “seniors” – and they never will be, says Ann Fishman of Generational Targeted Marketing. As Boomer women age, they’re struggling with loss of control engendered by physical symptoms of aging. As members of a generation that’ always defined itself through youth and vitality, Boomer women are very resistant to the idea of getting older, and they’re using every tool available to fight it. This translates into a wealth of opportunities for products ranging from holistic health and nutritional supplements to exercise and fitness products, cosmeceuticals to cosmetic surgery, pharmaceuticals to fashion. To make the most of these opportunities however, marketing efforts must reflect Boomers’ view of themselves as perpetually youthful. “Even when they’re 80, it’s going to be about youth,” says Fishman. Candace Corlett of WSL Strategic Retail’s 50-plus Marketing