Women over 50 are not feeling invisible any more thanks to the changes happening in the fashion and beauty industries. Or is it the other way round?
We see more and more mature women embracing naturally the changes that come with time instead of trying to hide them as they did in the past. Sophie Fontanel, the French Instagramer we all love, and the British Vogue UK editor Sarah Harris, for example, show their long grey hair proudly. However not only fashion editors, but also fashion designers are choosing models of all ages to walking down the catwalk.
Women over 50, the super consumer
As we told you before in our article “Guess what, the new fashion influencer is plus 50“, the world is looking with new eyes at older women, and they are right in doing so.
For a fact, women over 50 are consumers who know what they want. They want to be seen and want brands to respect them.
Called by Forbes Magazine the “ultimate super consumer”, they account for around 50% of all consumer spending in the U.K. In the U.S., they control 95 % of household purchasing decisions. They account for the largest demographic of incomes over $100,000.
Changing the advertising world
In the past, women 50+ didn’t feel represented in fashion and beauty advertising, but this has been slowly changing.
In fact, companies are working towards making age-inclusive ads to celebrate beauty in women of all ages. Lancôme, for example, re-hired Isabella Rossellini to be the label’s global ambassador at age 63, after having fired her when she turned 43 for being “too old”.
On the other hand, companies such as Dior showed a young Cara Delevingne in the campaign for its anti-ageing creams, which of course, caused mayhem among the consumers who buy the product.
Women are tired of ageism in ads that set unrealistic beauty ideals, and they are finally being heard.
Women over 50 need new language too
There’s a definite shift in the industry to cater to the “fiftysomethings” who want to enhance their natural beauty instead of hiding wrinkles.
Companies are showing stylish women in campaigns that go viral in the web. Some good examples of viral campaigns are MAC’s #whatsyourthing and Pantene’s #PowerOfGrey. And we can’t forget Dove with the now-famous “Real Beauty Sketches” campaign that showed, in 2013, that women were more beautiful than they thought.
The beauty industry has also been adapting its language. Allure Magazine, for example, banned in 2017 the term “anti-ageing” from its pages. The following year, the Royal Society for Public Health in the U.K asked for cosmetics to stop using this term.
Social media has helped older women to gain visibility. Their Instagram accounts are followed by thousands of people who look up to these confident, stylish and modern ladies, and want beauty tips and tricks from older women.
Here are some of the beauty products they are using:
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Beauty is less about age and more about attitude, so keep rocking your joy of life and enjoy the ride!
Linda Fargo during MFW. Photo By Mauro Del Signore