Baby Boomers have real buying power, but they're often overlooked by brands large and small. These companies now offer product experiences specifically for them

Personal care needs don't ever really stop. But as people age, the attention brands pay to those needs can—it often seems like every product is aimed at a millennial or Gen-Z audience, forgetting entire generations before them. Now, these brands are pushing back, designing products that improve the lives of older consumers.

Willow
DTC brand Willow offers disposable and leak-proof underwear to help make seniors more mobile. Unlike other pairs that might look more like a diaper, users can wear them discreetly underneath their clothes to stay clean and dry despite any leaks.

Gillette
Razor brand Gillette introduced a razor called TREO that is designed specifically for caregivers. The razor includes a safety comb, in-handle shave gel and a streamlined design that makes it easier to shave someone else, even without formal training.

The Scooter of Life
Design firm PriestmanGood designed The Scooter of Life, a line of well-designed, multi-functional scooters for older riders. The electric scooter comes with a 360-degree back wheel, plus a large basket that allows it to be converted into a shopping trolley.

Eargo
Eargo redesigned hearing aids, making them sleeker and less likely to inflame the self-imposed shame around hearing loss. Unlike traditional devices that sit around the ear, these fit deeper into users' ear canals, making them near-invisible.


Lead image: LinkedIn Sales Navigator/Unsplash

Personal care needs don't ever really stop. But as people age, the attention brands pay to those needs can—it often seems like every product is aimed at a millennial or Gen-Z audience, forgetting entire generations before them. Now, these brands are pushing back, designing products that improve the lives of older consumers.

Willow DTC brand Willow offers disposable and leak-proof underwear to help make seniors more mobile. Unlike other pairs that might look more like a diaper, users can wear them discreetly underneath their clothes to stay clean and dry despite any leaks.