Marketers have been slow to customize their strategies for the influential consumer segment of aging baby boomers. This qualitative research provides insights on New Zealand baby boomers' perceptions of glasses as a health care product. Appearance was a dominant theme; status was not a major concern, although style and fashion were. Wearing glasses had negative associations related to aging; however, both male and female participants recognized that glasses offered improved quality of life. Data relating to the theme of expense indicated that these New Zealand baby boomers made sophisticated perceptual associations and subsequent pragmatic trade-offs between price, quality, and style.