Genx’Ers Join The Anti-Aging Fight

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Move over baby boomers, Generation X’ers, like the stunning Catherine Zeta-Jones, are seriously boosting the anti-aging beauty industry, says the American Society for Aesthetic Plastic Surgery. While boomers (now age 51 to 64) have traditionally done the bulk of anti-aging product and procedure purchasing, GenX’ers (age 31 to 45) are making their presence known, as they are the majority (43 percent) of the 4 million people who underwent anti-aging plastic surgery procedures last year.

Also, the GenX’ers (who total about 46 million versus the boomers 78 million) are more likely to rely on preventative anti-aging beauty regimens than baby boomers are, the Los Angeles Times reported in September. However, GenX’ers are redefining beauty in their 40s, with eternally young ambassadors like Zeta-Jones, Jennifer Lopez, Elizabeth Hurley and Jennifer Aniston.

As a group, GenX spent $5.3 billion on beauty products from June 2010 to June 2011. That makes up 28 percent of all beauty spending. How do you think will the cosmetic industry respond to this trend?

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