Why Advertise to Women Over 40 If They Are Already Buying Your Product?

I recently had a conversation with someone at one of the big beauty brands. We were talking about the importance of getting it right when it comes to reaching women over 40. He told me, quite candidly, that they don’t need to actually advertise to women over 40 because they’re already buying the products even without being targeted. In fact, for this brand, they were the prime purchasers! This person felt they couldn’t go to their upper management and push for change when the company's POV was that they didn’t need to.

Newsflash: This is exactly why you need to advertise to this market.?

What do I mean by this? It’s a lot less work (and less money) to keep a customer loyal and coming back than it is to seduce a new one.?

Here are several more good reasons to continue advertising to women over 40, even if they're already loyal to your product:

1. Protect Your Turf: As financial service advertising constantly reminds us, “Past performance is no guarantee of future success.” Your current wins with this demographic don't guarantee long-term love. Advertising to these women keeps your brand at the forefront, fending off competitors eager to steal customers and market share.
2. Own the Innovation Narrative: Loyal customers may love your hero product, but are they aware of all your exciting new innovations? Targeted advertising is your megaphone, ensuring they're the first to know about what’s new and next for your brand.
3. Unlock Hidden Revenue Streams: Don't just settle for customer loyalty, turn it into bigger profits. Strategic advertising nudges them towards higher-tier options, bundles, and increased purchase frequency.
4. Ignite the Power of Influence: Women talk. They are the OG influencers and your most potent marketing weapon. Consistent advertising keeps your brand fresh in their minds, fueling organic recommendations and extending your reach.
5. Build Brand Belonging: Relationships are everything. Smart marketing doesn't just push products; it builds bonds. Advertising that resonates with this audience creates a sense of belonging, turning customers into lifelong ambassadors.

The Bottom Line: Women over 40 can help you grow your brand and your revenue. But you need to connect. You need to include her. And you need to do it in interesting, relevant, motivating ways.

Are you ready? We are.