What do middle-aged women ask for at a salon? A quick trim? A glossy tint to cover grey hairs? Some subtle highlights? How about a colourful blend of pastels and ocean-inspired hues? Just as they’re more daring with their fashion, women over 40 are showing interest in dyeing their hair bright colours.

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

Boomers are shying away from the gym, with more than half avoiding regular exercise. With obesity and diabetes rates on the rise, older people are more health conscious than ever. How can the right mix of motivation and rewards tap into this lucrative demographic's desire to keep fit?

Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?