(Relaxnews) - Online beauty retailers have noted a rise in female shoppers over the age of 50 in the past 12 months -- with continually youthful-looking stars such as Madonna and Cher cited as an influencing factor.
A new report by British newspaper The Daily Mail shows how women between the ages of 50 and 80 are spending increasing amounts on cosmetic products via the internet.
One retailer to have remarked on the trend is Escentual.com, a site selling products ranging from skincare to makeup and haircare from brands including Clarins and Dior with worldwide delivery.
"Sales among adults aged 50 to 80 grew more than 210 percent on the site Escentual.com," reports the publication - revealing that in the past year customers spent an annual average of £255 (316 euros) compared to the £140 (174 euros) purchased by younger consumers.
"A lot of our customers are looking for anti-ageing products that slow the appearance of facial wrinkles and lines and many are looking for products that turn back the clock on other specific parts of the body but without the need for any surgical procedures," explained Louise Reed, a spokesperson from Escentual.com, adding that pressure on women to remain youthful looking has increased due to "more and more youthful images of older celebrities."
Another website to have noticed the phenomenon is international online beauty destination Feelunique.com, which stocks over 17,500 health and beauty products from brands including L'Oréal Paris, Benefit and Lancôme.
"These women certainly know what works. They are an intelligent group of consumers that have invested their time and money in the beauty industry," said Feelunique.com's editorial director Newby Hands.
"It's not surprising that a quarter of our skincare sales are to the over 50s, and hair sales follow closely behind."
The report comes only a couple of months after the valuation firm Brand Finance's annual ranking of the 50 biggest global beauty brands highlighted the domination of legacy brands and "mom's favorites" such as Olay and Avon in the top ten.
The ranking measures areas including current market value and customer loyalty, with the number one spot going to America's Olay -- launched in 1950. Second and third spot went to US brand Avon and France's L'Oreal respectively. Both companies have been around for over 100 years. Copyright (AFP RELAXNEWS), 2012.