Loving Ageing This Valentine’s Day
Recent years have seen a shift in the terminology
used by the big beauty brands when it comes to skincare.
Recognising that many women don’t
necessarily want to look younger, words such as anti-ageing aren’t getting as
much traction. Now, we see beauty campaigns by the likes of L’Oréal and Olay that
uses terms such as pro-ageing or age perfect instead.
It’s all about putting a positive spin on ageing and encouraging women to love themselves
as they are.
We applaud such a move. Our models vary in age, and yet all show that style and elegance
are timeless qualities. Brands using older models tap into the trend of loving
yourself at any age, rather than trying to persuade women that a skincare ad
that uses a young model sends the right message.
We want more brands to take on this idea of
loving the process of getting older. Plenty of women say they enjoy the self-confidence that comes with ageing, as well
as the wisdom and contentment advancing years bring.
If brands celebrate this by using models
over the age of 40, 50, 60 and beyond, they will tap into a huge market, one
that is wealthy too.
Getting older? Bring it on.