The Cougar Consumer

Could 40 be the new 20? According to lingerie retailers, more and more women in their 40’s and 50’s are choosing lacy and racy rather than the steadfast comfortable cotton these days. Popular television shows like Sex in the City and Cougar Town are said to be the reason women in this age group have been driving lingerie sales up.

With 40-something role models like Courtney Cox from Cougar Town and characters from Sex in the City wearing satin and lace, women are thinking of themselves as sexier. Annette Warburton, lingerie buyer for a British chain of stores, discusses why these actors are good role models for women. Warburton tells the Daily Mail that women of this age group are realizing just because they are married and have children it does not mean they should forget about their love life. She goes on to say that role models from shows like Cougar Town are giving women the confidence they need to see themselves in a different light.

In the past, the majority of lingerie consumers were women in their 20’s but now that women in their 40’s have stepped up retailers are scrambling to cater to the new age group. And since women in their 40’s usually have a bigger budget to spend on lingerie than women in their 20’s, retailers know how important it is to take notice. Marks & Spencer, a popular UK chain, recently launched a popular lingerie line targeted to this age group and have found that the most popular pieces are the raciest.

What do you think of the new trend of women in their 40’s buying lingerie?

Do you think shows like Cougar Town and Sex in the City have something to do with the new trend?

By basilandcatnip
05.05.10

A woman should wear things that make her feel pretty and confident, and that she loves, no matter the age. I think Sex in the City made us more label aware. Both shows just remind us of what life throws at us, the ups and downs, to have fun, we don't have to grow old before our time, and how we come into ourselves as we age.
By pjclayton57
05.05.10

We ARE sexy so why not dress sexy! Every woman should embrace the Goddess within her and be happy! I love lingerie; it makes me feel wonderful and I am in my 50's! Little mental pick me ups do wonders for a woman's state of mind, state of sex appeal and her overall well-being and lingerie is one of those pick me ups! Those shows may have something to do with it for some, but personally they don't. I have always enjoyed it!
By madforjourney
05.05.10

I have no idea why there would be a trend of over 40 lingerie buyers, but I have always loved being sexy and dressing that way for my man :) I don't plan on stopping that anytime soon! I am always on the lookout for nice things to make things interesting for the one I love :)
By Orchid25
05.06.10

I don't care how old you are when buying lingerie (as long as your old enough), and do it tastefully around your husband/mate... just don't wear it in public lol
By MadHatter
05.06.10

how they feel is what they can and will wear. who has the rights to say that women in their 40's or 50's should stick with granny panties that reach up to the belly button? no one. if they got the stuff then strut it. the only people who sees what is under all those clothes are thier significant other and themselves. confidence is the key as well as using their own judgement if too much is too much.
By myangels0103
05.06.10

Of course I would buy lingere at that age, I mean seriously 40's and 50's thats not OLD!!! But hell I have a hard time finding lingere that fits my large chest, with bottoms small enough to fit my bottom!
By kathy3667
05.07.10

Women is their midle ages (and older) want to feel and look sexy, and why not. As the old saying goes, "you are as young as you feel." There is nothing wrong with it, as long as you are comfortable with it. Over 40 and 50+ is beautiful, sexy, and young!
By jenndta69
05.10.10

As long as you still look good, who cares about your age. Besides, when you look good, you feel good.
By ImMissi
05.12.10

It does not matter regarding your age, race, creed, color or SIZE.........Wear what you want in your and yours privacy, it's no one's business, they don't have to look or participate!
By cybrown551
05.18.10

I do believe that these shows may have a lot to do with the new trend. However, I think that is great because women in their 40s and 50s and 60s and 70s want to look good too. I am 49 but I don't have to look like it's. I like to look as good as I can even though I have been married for 27 years.

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