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By Jane O Ejueyitchie

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33 Marketing to the Ageing Consumer 34 • Progressive – the result of ageing is a series of gradual changes. • Intrinsic – the effects are independent of external conditions. • Harmful – the changes that occur compromise normal biological functions. 1 ageing Confidence Chronological High Matrix of the level of usefulness and confidence of four types of Based on Strehler’s theory, the authors have created their own definition of physiological ageing. The systemic change to the body’s ability to function caused by agerelated changes to the mind, body and senses.

By the age of 60 about two-thirds of men have significant baldness. The market for hair products and treatments is already well established and will increase with the rising numbers of older people. Skin The skin begins to age from the mid-20s onwards but its effect is not visible for another two to three decades. As with so many ageing factors, a person’s genetic make-up is an important determinant of the timing and extent of skin ageing. The primary reason why the appearance and texture of the skin changes is the reduced production of the protein Collagen, the principal structural protein 41 Marketing to the Ageing Consumer 42 holding the skin together.

It is important to distinguish the results of physical ageing from two conditions that appear to have similar outcomes. Age-related illness In varying degrees of severity, physiological ageing affects everybody. Age-related illness, by contrast, is more likely to occur with ageing, but Introduction to physiological ageing affects only some of the age group, in the same way as glandular fever (infectious mononucleosis) mainly attacks younger people but the majority of the young never experience the illness.

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