Limitations and future research recommendations

From this research, it was highlighted that this demographic tended to be passive consumers of social media rather than actively posting and sharing content.

Further research could be conducted on the social media behaviours of this older demographic to establish in detail how passive and active consumers are and how this might influence their purchase behaviours.

One key insight gathered from this research was the potential for social media influence through this older demographic’s children and grandchildren. From this, further research should be carried out on the children and grandchildren demographic to understand their responses and colour cosmetic purchase behaviours, and to further explore the extent to which this influences the older demographic.

It would also be recommended that the emotional values of consumers towards colour cosmetics be discovered further. Emotional values are a significant factor to this older demographic with regards to colour cosmetics, and should be explored in more detail to offer further clarification for brands in understanding how to effectively target this older demographic.

This research exposed that this older demographic demonstrate brand loyalty with colour cosmetics products, mostly due to the lack of trust consumers exhibit with brands. These consumers preserve feelings of suspicion when it comes to brands activities and communications, considering it to be a high risk to try new brands, thus maintaining this brand loyalty. It is important that forthcoming research be carried out on the ageing consumer regarding their brand loyalty. As the age gap gets less significant between generations, and the older getting younger, these behaviours may alter over time.

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