Why Can’t Anyone Learn How To Sell To Midlife Women?
There are more than 50 million women over 40 who make over 80% of the household purchases. So why can’t advertisers and retailers learn how to sell to us in a respectful and intelligent way? This baffles, perplexes, confuses and overall pisses me off! Sorry if the language is offensive to anyone—I just couldn’t find other words to express my annoyance. Rather than take on every retailer and advertiser, I’ve made a list of recent annoying retail experiences. Please feel free to add to my list when you comment.
10 Things I no longer want:
- Don’t try to sell me a camisole with built in “bra” – I cannot for the life of me figure out what woman these things actually work for? If you have a cup size over an A, you won’t be able to maneuver your breasts into these things and if you don’t wear another bra under the built in one, your nipples will be on display for the world to see.
- Jeans with rips in the thighs, knees or anywhere else. They may look cute on a 16-year-old but when the salesperson pulled a pair out for me to try, I hoped my silence would do the trick–It didn’t.
- Very low rise jeans —If you are over 40 (actually over any age) bending down and having your panties—thong or otherwise show just looks stupid. And personally I don’t want to see anyone’s butt in that particular posture.
- Sheer blouses for me to try on without an accompanying camisole.
- Clothing with a lot of zippers – my fine motor skills are getting sketchy. For the saleswoman who brought me that leather jacket—hmmm. Why would I want to wear anything that takes me fifteen minutes to put on and take off?
- Purple glitter eye shadow that “brings out the brown” in my eyes – I looked like I was off to a Halloween party.
- Any shirt that gives me excessive cleavage exposure will also reveal the new “freckles” and lines on my chest (who knew about those)?
- Heels so high I feel like I am walking on stilts – yes, they make my legs longer but I’m already 5’8 – can’t salespeople tell that I already have long legs and wobbling is very unattractive as you get older?
- Moisturizers that promise to make my skin look 10 years younger.
- Any salesperson that tells me that something makes me look 10 years younger without asking me if that’s what I want.
There’s a basic assumption everywhere that midife women want to look twenty-five or thirty. I don’t. I want to look like the grown woman I am. The one who has found her groove and cultivated her own style. She’s the one who feels great in her own skin and knows how to ask for what she wants—and it’s not glitter eye shadow and eight inch heels. Hasn’t anyone figured that out yet?