Subjective age. A key variable to understand and target cosmetic product users aged 15 to 24

Denis Guiot and Bruno Schmutz

The concept of subjective age has previously been applied to segment the senior consumers’ market: Market research has highlighted the tendency among individuals to feel younger than they actually are.

Subjective Age

A Key Variable to Understand and Target Cosmetic Product Users Aged 15 to 24

Denis GuiotUniversity of Lille II, France.

Bruno SchmutzHachette Filipacchi Media, France.

INTRODUCTION

The concept of subjective age was first used in marketing as a variable to segment senior consumers' markets to circumvent the limitations of chronological or real age. A welter of research on people over 50 years (Moschis, 1994) has shown chronological age to have minor relevance. Today, alternative research studies point to subjective age as an impacting factor that complements chronological age by investigating how individuals experience and perceive their...

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