15th September 2021
OYL (Time of Your Life) - the only global beauty subscription box specifically tailored for women over 40 - finds that 82% of midlife women do not feel represented by beauty industry product ranges or marketing strategies.
The first ever TOYL survey demonstrates how beauty brands are failing to represent midlife women and capitalise on the opportunities of the midlife beauty market.
This is despite 62% of midlife respondents making significant investments of time and money in their beauty regimes, demonstrating the missed opportunities for beauty brands focusing on younger customers.
In October, which is both Breast Cancer and Menopause Awareness Month, TOYL will launch two limited edition boxes - one tailored for women undergoing chemotherapy and the second catering for menopausal skin. Priced at £39.99 each and worth over £100.00 - these will be available at https://toyl.co.uk/.
Having experienced exceptional 400% growth year-on-year since launching TOYL in 2019, Founder & MD Karen Davis is combating beauty sector ageism with TOYL's subscription boxes. As a former beauty PR and journalist, Karen felt aged out of her profession and consequently experienced an erosion of her self-confidence from working within the sector. This led Karen, through TOYL, to create a community of women supporting each other through the physical, mental and emotional challenges of midlife.
Containing products tailored to evolving midlife skin requirements, TOYL's curated range of products support women experiencing loss of moisture, sun damage and menopausal changes. These changes mean that midlife skin requires a different beauty regime to younger skin. Working with brands such as Rodial, Elemis, BioEffect and REN, TOYL provides midlife women with specifically-tailored beauty products to enhance their self-confidence.
I have included the full press release below. However, please do not hesitate to let me know if you would like further information or to speak with Karen.
Many thanks,
Juliet
Only 18% of women over 40
feel represented within the beauty sector
7th September 2021
TOYL (Time of Your Life), the only global beauty subscription box specifically tailored for women over 40, reveals in their first ever survey that 82% of midlife women do not believe the beauty industry represents their needs within product ranges or marketing strategies.
Despite initiatives to improve inclusivity within the beauty industry, leading beauty brands and retailers are failing to cater to the midlife market in an engaging and supportive manner. This is despite 68% of TOYL’s midlife respondents making significant investments of time and money in their beauty regimes, demonstrating missed opportunities for those brands focusing on younger demographics. TOYL’s survey clearly highlights how the beauty sector has a long journey ahead to improve its approach towards aging.
The concept of TOYL combats beauty sector ageism with its subscription boxes. Due to a loss of moisture, sun damage and menopausal changes, midlife skin requires a different beauty regime to younger skin. TOYL boxes therefore contain specific products tailored to these evolving requirements.
Founded by Karen Davis, TOYL has achieved 400% growth year on year since launching in 2019, evidencing how well the brand’s curated and sustainability-conscious boxes are helping customers to enhance their self-esteem when it comes to beauty. With over 50% of TOYL’s survey respondents citing both confidence and kindness as defining facets of beauty, Karen is delighted to host a community of women supporting each other through the physical, mental and emotional challenges of midlife.
As a former beauty PR and journalist, Karen felt aged out of her profession and consequently experienced an erosion of her self-confidence from working within the sector. Following a period of depression, Karen’s husband encouraged her to take time away from her job to study business which resulted in her writing ‘The Time Of Your Life’ to support other women experiencing similar difficulties. Karen has since become an Amazon best-selling author, podcast host and an international speaker supporting midlife women to embrace this time in their life.
Given how three quarters of women stated that ‘the menopause caused them to change their life and over half reporting it had a negative impact on their lives’ (British Menopause Society), Karen describes how “TOYL is absolutely about all aspects of midlife and highlighting the unique challenges that life after 40 brings.” TOYL also seeks to assist members of its midlife community undergoing cancer treatment, supporting women at heightened risk of anxiety and depression during this frightening period. With worries about careers and finances during Chemotherapy increasing significantly (National Library of Medicine), TOYL offers its community informative resources and reassurance that they are not facing these challenges alone.
In October, which is both Breast Cancer and Menopause Awareness Month, TOYL will launch two limited edition boxes - one tailored for women undergoing chemotherapy and the second catering for menopausal skin. Priced at £39.99 each and worth over £100.00, each box contains products specifically chosen for the particular challenges of beauty during those times.
10% of sales from each box will be donated to Breast Cancer UK and The Menopause Charity respectively, demonstrating TOYL’s steadfast commitment to supporting its midlife community through the physical and mental challenges of aging. Post-lockdown, supporting midlife women has never been more crucial, with the Samaritans finding that women aged 50-54 experienced the highest suicide rates in England and Wales in 2019.
Working with brands such as Rodial, Elemis, BioEffect, REN, Kiehl’s, Emma Hardie, Margaret Dabbs, Living Proof and OPI, to name but a few, TOYL focuses on a different aspect of a beauty regime each month. September’s box will delight customers with full-size and luxe travel-size super serums and tools from Bioeffect, Rodial, Gatineau, Magnitone.
Available via TOYL monthly subscription at £35 including free P&P (RRP of £149).
Notes to the editor
20,000 people were asked in total for the TOYL survey.
The total respondents to the survey were over 300 people.
ABOUT TOYL
TOYL (Time Of Your Life) is the only global monthly beauty subscription box specifically tailored for women over 40. Founded by Karen Davis, TOYL’s mission is to bring confidence to women over 40 with products that work for them, both new and old beauty favourites, within a community that is kind, empowering and packed full of information, news and humour. TOYL also champions charities supporting this midlife female demographic, including Breast Cancer UK and The Menopause Charity.