Beauty over 50: how mature women are changing the beauty industry
Women over 50 are not feeling invisible anymore, thanks to the changes in the fashion and beauty industries. Or is it the other way round? Regardless of what came first, the result is clear; mature women are shaking the beauty industry, becoming brand ambassadors, influencers and models.
An excellent example of the shift happening in the beauty industry is the new Austrian cosmetic brand, VIENNA SKINCARE, which targets mature women and dry skin consumers. Its founder, Selma von Schönburg, is in her 60s, and she’s the face of the biocompatible skin regenerating moisturiser Deep Hydration Cream, instead of a 20-year-old model, thus making a clear stance against ageism.
Additionally, we see more mature women embracing naturally the changes that come with time instead of trying to hide them as they did in the past. For instance, the French Instagramer Sophie Fontanel, the British Vogue U.K. editor Sarah Harris, and, more recently, Andie MacDowell proudly show their long grey hair. As a result, many fashion designers are choosing models of all ages to walk down the catwalk.
The model and author Maye Musk, for example, shows no signs of slowing down at the age of 73. The mother of Tesla’s Elon Musk has been a model for over 50 years and became CoverGirl’s oldest spokesmodel at 69. But she’s also a dietician and travels the world giving presentations and inspiring women with her memoir book; A Woman Makes a Plan: Advice for a Lifetime of Adventure, Beauty, and Success.
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 fresh eyes at mature 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.
Forbes Magazine called the 50+ women the “ultimate super consumer” as they account for around 50% of all consumer spending in the U.K. In addition, they control 95 % of household purchasing decisions in the U.S., and they account for the largest demographic of incomes over $100,000.
Changing the advertising world
50+ women didn’t feel represented in fashion and beauty advertisement campaigns in the past, 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 brand’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, didn’t sit well with the consumers who actually buy these products.
Women are tired of ageism in ads that set unrealistic beauty ideals. You can read Sixty is not the new forty. It’s time to talk about ageism to know more about its consequences on mental health and why companies can’t ignore the growing 50+ population anymore.
Women over 50 don’t want to hide their age anymore
The cosmetic industry is also changing to cater to the 50+ and 60+ mature women who want to enhance their natural beauty instead of hiding wrinkles.
Companies are showing stylish women in campaigns that go viral on social media. 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.
Social media has undoubtedly helped mature women to gain visibility. Their TikTok and Instagram accounts are followed by thousands of people who look up to these confident, stylish and modern ladies and want to learn beauty tips and tricks from older women.
Here are some of the beauty products our editors over 50 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