The 55+ market is attracting a whole lot of new actors who want us to purchase from them. We are an estimated 78 million Americans born between 1946 and 1964, and we flex about $ 1 trillon in annual spending power. That's a huge market!
The other day, I went to buy the C.O. Bigelow products, which I had often seen in an old apthecary in New York West Village. They used to carry only few products, but of high quality.
Bigelow features now an unparalleled assortment of health and well-being products, including entire homeopathic collections to high-end beauty products.
Clearly, Bigelow targets middle-age, affluent shoppers with premium-price goods to help them feel good and look better.
C.O. Bigelow began with a 166-year old apothecary tucked amid the bustling chic of New York City's West Village, that grew into an apothecary for health and wellness products.
Then, 3 years ago, Limited Brands approached Ian Ginsberg, the owner of the apothecary, inquiring about licencing the C.O. Bigelow name and developing more Bigelow products. The product development deal expanded into stores.
Limited Brands, who owns Bath & Body Works, has plans to open 25 stores after a period of test stores in various cities.
Limited Brands is hoping that Bigelow will become a baby boomer brand and complement their Bath & Body Works line of products which is more youthful in terms of a target customer.
Bigelow is part of the trend of big companies buying old brands that can appeal to us as they create nostalgia.
Have you examples of other old brands being revitalized to attract our attention?
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