What is common between Sushmita Sen, Mehr Jessia and Tisca Chopra? All are self-assured 30 plus divas, well-placed and endorse anti-ageing creams with elan. Age miracle creams for the woman over 30 seems to be the mantra as innumerable brands have forayed into the Indian beauty bazaar. And the dramatic sales of age-defence creams in Bangalore speak volumes of a deeper subject - the new 30 plus woman.
Take for instance, 34-year-old banker Padma Ramesh. Her constant client interactions demand her to look presentable and she has no qualms admitting her fetish for beauty products. Explains she, “Competition is cut-throat. I don’t want to stay behind in the race. My children too have grown up now and so I can concentrate on me. ”
Interior designer Ritu adds, “Gone are the days when women sat at home. My husband and I have an active social life. There is no harm in looking your best!”
The increasing demand for age-defence creams is the evidence. Reena, dermo-cosmetic consultant at ‘Health and Glow’ in Garuda Mall, says, “The sale value of each brand like Ponds Age Miracle and 7 Total Effects Olay amounts to Rs 75,000 to Rs 1,50,000 per month at our branch alone. It started with just two brands and today we have 10 in the competition.”
To which the Ponds spokesperson says, “The 30 plus woman is no longer the stereotyped housewife but instead an assertive, dynamic go-getter. She is a multi-tasker balancing her life with elan. Globalisation has played a large role in changing perspective. The media, the booming Indian economy and dual incomes are all contributing factors.” Giving a technical perspective, he adds that women over 30 have uniquely different skin-care needs and a simple moisturiser cannot combat them.
Beauty expert Manjul Gupta observes the sudden demand for anti-ageing facials among the 30 plus women. “Most women are working today. Their stress levels have gone up but so has their spending power. There has been a complete lifestyle change in the recent times. The 30 plus woman is socially active and wants to delay ageing. On a weekday, we do about eight to ten anti-ageing facials at one centre.”
Attribute it to corporate boom, financial independence or travel opportunities, the 30 plus woman in Bangalore has arrived.
