7 Oct 2012
The old notion of beauty equals youth might just be about to change, as companies start to include older women. I have been saying for some time that in general beauty companies are not inclusive of older women.
Imogen Matthews author of the Premium Beauty Report has done extensive research into the ‘Forgotten Demographic’. She says “Women over 50 are increasing in number, becoming more powerful at work and in possession of serious spending power. Yet because of an outdated view of older consumers, many businesses are ignoring this affluent market in favour of their younger counterparts”.
London fashion week has seen older models grace the catwalk and Karl Largerfeld has even proclaimed that Carole Middleton is, in her late fifties, sexier than her daughters. The Gentlewoman, trend setting biannual magazine for modern women of style and purpose has Angela Lansbury as their cover girl. At 87 years old I can’t imagine that Angela thought she would be gracing the front cover of a fashion magazine.
I’ve written about Illamasqua and their campaign Generation Q, which quite deliberately includes women of ages ranging from 21-72. These are real women and not models, women who we can all relate to, unlike retouched celebrities whose job it is to look good.
Marks and Spencer have been good at including older women in their advertising campaigns, even if the clothes are often totally unsuitable. Jennifer Saunders and Joanna Lumley are currently starring in jewellery designer Alexis Bittar’s latest campaign. Bittar recognises that the customer in the luxury market is not a 20 year old.
So are we seeing a change in attitude? A survey commissioned by Love to Learn, an educational website for adults found that we now consider middle age to be from 55 to 69. If this is the case we have plenty of time to enjoy this trend and long may it last.
Image cover shot of The Gentlewoman Magazine
