Abstract:

In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers, and, therefore, be ready - well before the year 2000 - to cultivate this golden market. We’ll be covering the highlights of the initial phase of our work. Our remarks will cover the following areas: o First, we’ll be reviewing some of the assessments we’ve made based on a global demographic array of countries. Then, we’ll comment on some major changes which occur with ageing. Next, we’ll cover the key insights we’ve developed about the personal care and household care markets. o To finish up, we’ll talk about advertising to mature consumers - our initial learning about what does and does not appeal to consumers over fifty.