Consumption and the constitution of age: Expenditure patterns of clothing, hair and cosmetics among the post war "baby boomers"

The article addresses debates around the changing nature of old age, using UK data on spending on dress and related aspects of appearance by older women to explore the potential role of consumption in the reconstitution of aged identities. Based on pseudo-cohort analysis of Family Expenditures Survey, it compares spending patterns on clothing, cosmetics and hairdressing, 1961–2011. It concludes that there is little evidence for the ‘baby boomers’ as a strategic or distinctive generation. There is evidence, however, for increased engagement by older women in aspects of appearance: shopping for clothes more frequently; more involved in the purchase of cosmetics; and women over 75 are now the most frequent attenders at hairdressers. The roots of these patterns, however, lie more in period than cohort effects, and in the role of producer-led developments such as mass cheap fashion and the development of anti-ageing products.