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

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...