Ageless Beauty Is In... Finally
In the last few years, the beauty industry has been breaking down the barriers for inclusion in the areas of race, body shape, and gender. Of course, we still have a long way to go, but we can’t overlook the improvements that have been made to shade range and beyond. We are now seeing brands featuring unretouched models showing off the beauty of their skin conditions, flaws, and truths. But with all of these changes from beauty brands, there still seems to be a missing demographic.
Age diversity is still lacking in the beauty community. There are ads promoting hair dye to combat grey hair while the models featured are not 30 and the greys in the before pictures are photoshopped. There are hundreds of anti-aging commercials and campaigns showing models 10 to 30 years younger than most of the women shopping for these products.
Not only do many women ages 40+ feel there is a lack of representation in the media, but this is also a missed opportunity for brands. Women in their 40s and above are the biggest chunk of the market with the highest disposable income to invest in skincare and makeup. I can point fingers at brands which marketing lacks diversity and I can even try to uncover the reasons, but instead, let’s celebrate some of the beauty brands doing it right.
CoverGirl has a history of inclusivity in their ad campaigns, but most recently, their onboarding of 70-year-old model, Maye Musk, has been a huge success. In fact, I would be surprised if you haven’t seen her commercial during primetime. The ad features Musk applying the brand’s Simply Ageless Foundation, and alludes to the idea that she can look her best regardless of her age. Having this ad be so mainstream and practically making its way into every US household with cable is a great step in the right direction.
Perricone MD is a much more luxurious brand than CoverGirl, but that makes them even more appropriate for the older market. This is a line of skincare and makeup products created for true results. With a more holistic approach to beauty, this brand is all about potent ingredients, which has led them to great success. Recently, Perricone MD extended their foundations’ shade range by collaborating with The Silver Women, a platform celebrating women in their middle-ages and above. This line of products is all about natural beauty and loving your skin without masking it, and the women featured in the campaign do just that.
L’Oreal has been a champion at featuring models of all ages in their campaigns for years. Whether it is hair dye, makeup or skincare, their campaigns are aimed towards the women who use the products. With their newer Golden Squad, the brand is truly challenging the norm of the beauty industry. With fabulous women like Helen Mirren, Jane Fonda, and Vanessa Williams among others, the ad shows how their products, created for mature skins, actually look on mature skin. In an interview, Jane Fonda stated, “you have to be brave and not so invested in looking the way you used to, but try to look as good as you can at the age that you are.”
Babor is a luxury skincare brands based in Europe that has been empowering women from day one. They use science and innovative ingredients to help each woman find their own unique perfection. Their recent collaboration with AWP or All Womxn Project cast women from all walks of life in their unretouched glories. This takes all corners of inclusivity and combines them into one inspiring campaign.
Eyeko was founded in 1999 with a new approach to beauty. In 2018, they created a campaign for their Bespoke mascara, featuring Daphne Self, known as the world’s oldest supermodel at age 89. This promotion is not just about the mascara’s benefits, but how women should gain confidence as they age, not lose it. Eyeko is giving hope to a generation that has been so often overlooked.
These generations of women get to regain confidence and finally be represented at a time in their lives when society and the media seem to brush them off. The idea of ageless beauty also encourages women of all ages to embrace maturity rather than fear it. By seeing beautiful older women radiating light, the rest of us will age passing on the same message. Just like all other inclusivity and diversity efforts, the more we branch out from the lazy one-size-fits-all approach and appreciate all women for their unique differences the beauty industry will change as well as society at large.
Cover photo via Bador