Boomer Women Continue to Spend on Beauty but More Dollars Shifting Online According to VibrantNation.com Survey

New Survey Indicates Women 50+ Remain Willing to Pay More for High Quality
Beauty Products Even in Current Economy
LOUISVILLE, Ky.--(Business Wire)--
Fifty-nine percent (59%) of baby boomer women say they are willing to pay more
for higher quality ingredients in beauty products, even in the current economic
environment. This insight is one of the many garnered from a new survey on
beauty products conducted by VibrantNation.com, the leading online community for
smart, successful women over 50. The survey was presented to Vibrant Nation`s
more than 60,000 members, e-newsletter subscribers, Facebook fans and Twitter
followers.

In terms of purchase location, more boomer women are buying beauty products
online than in department stores. While drugstores remain the place where women
over 50 are buying most of their beauty products, the internet has quickly
become the second most common source of beauty products.

* 33% buy most of their beauty products in drugstores
* 28% purchase online
* 23% purchase in department stores
* 16% purchase in beauty stores

"Ingredients do matter," said Stephen Reily, VibrantNation.com Founder and CEO.
"This influential and fast-growing boomer demographic, who we`ve termed `Vibrant
Women,` pays attention to the fine print and pays up for quality: 36% said they
would pay more for hypoallergenic products, and a similar number (33%) said the
same for products containing antioxidants."

So what products are deemed the biggest beauty investment or extravagance for
women over 50? More than 60% said anti-aging moisturizer is their biggest beauty
investment:

* 61% anti-aging moisturizer
* 40% foundation/concealer/cover-up/color makeup
* 2% botox/fillers/lasers
* 2% plastic surgery

According to VibrantNation.com Senior Strategist Carol Orsborn, "Vibrant Women
represent the healthiest, wealthiest, most educated generation of women in
history, yet their real strengths and interests are generally ignored in the
marketplace - by the beauty industry among others. When asked about the
`lipstick index` theory that women indulge in smaller luxuries, such as
lipstick, when the economy goes down, rather than purchase more substantial
luxury items like shoes, bags or clothes, 57% actually disagreed and said they
are continuing to purchase luxury items. It is important for marketers finally
to recognize the purchasing power this often over-looked and powerful
demographic."

Finally, plastic surgery is also on the minds of almost half of boomer women,
whether they do it or not. 45% agreed that if money were not an issue, they
would go under the knife to "soften" aging.

For more information and to join the conversation with other Vibrant Women,
please visit http://www.vibrantnation.com.

Media Contact:
VibrantNation.com
Ceci Conway, 502-568-5555
ceci@vibrantnation.com

Copyright Business Wire 2009