P&G launches digital network for "boomers"

Procter & Gamble and NBC Digital Networks are targetting ‘boomers’ with the launch of ‘Life Goes Strong‘ a vertical-niche site network devoted to ‘Boomer’ family life, style & technology, celebrating the interests of mid-lifers.

Why? According to P&G and Mintel research (USA) in this WARC article;

  • A third of all Internet users are adults between 45 and 64 years-old,
  • A powerful demographic with an annual spending power of $1 trillion.
  • 10% of female boomers currently buy cosmetics and beauty goods online.
  • They spend around 13 hours a week surfing the net at present, and typically favour the e-commerce services of major retailers like Wal-Mart, Target, CBS and Walgreens.
  • Female baby boomers are one of the largest beauty care segments, known for their spending power, proactive health habits and dedication to product research.

Innovations like virtual makeovers, new product Tweets and online-only sweepstakes draw in consumers and provide them with benefits and discounts they can’t find in an actual brick-and-mortar store.

Overall, Mintel predicted that the number of female boomers purchasing skincare brands such as Procter & Gamble’s Olay and Unilever’s Dove via the web will rise by 30.9% from 2005 to 2015.

Take a look at the site. It’s very age-friendly, relevant and interesting content and is well ‘pitched’ (doesn’t talk down). Not surprising given the A-list ‘senior’ editorial team assembled for this.

When the worlds largest consumer goods company invests in boomers like this, others better take note, quickly!

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