With a boomer population of over 70 million there is no reason to doubt that this section of the population spends the most on cosmetics. Those born between 1946 and 1964 are on a quest to look younger than their years and are willing to spend to do so. Women in this demographic spend the most on cosmetics; according to senior vice president of Saks Fifth Avenue in a recent interview, “There is no price resistance…”.  

Marketing research group, NPD reports that there has been a 42% increase in the sale of anti-aging products in the US alone in the space of three years.