I trotted off to Courthouse Clinics in Wimpole Street to discuss Vaser – a procedure that sucks out fat far less invasively than liposuction. My appointment lasted all of about four minutes because the Vaser consultant just said, ‘no, it’s not right for you – you don’t have fat, you have loss of elasticity.’ He then went on to recommend a procedure that Courthouse actually don’t do, but because it would be far more appropriate for the result that I want, he was completely upfront that I’d need to go somewhere else. At the risk of it sounding like a massive, biased plug, that’s why I go to Courthouse and why I have consistently gone there for at least five years. Cosmetic surgery clinics are often so pushy for their own procedures that they’ll book you in before you’ve had time to put your handbag down and take your coat off and you end up with a result that isn’t nearly as effective as you need it to be.
But it got me thinking about the beauty industry and what part age has to play. It is, without a doubt, a young industry. There are beauty journalists in their early twenties writing about anti-ageing procedures and anti-ageing creams who have no clue about the ageing process. That doesn’t mean they haven’t done their research or the features aren’t well written – they are – but for the very reason that they’ve yet to experience their first wrinkle, they’re not always best placed to recommend. It has to be said, there are many more experienced writers who are older, but I don’t know many who haven’t turned to some form of non-invasive treatment as a little perk up. I’m absolutely all for this – I’ve got far more faith in a bit of Botox than I have in a £200 face cream – and these days, it is possible to age beautifully, and more importantly, appropriately.
I can’t decide though, whether it’s because we feel we have to look younger in this business or whether it is because we know more about ways to tackle ageing through non-surgicals and it’s more available. Beauty isn’t about being beautiful, it’s more about making the best of what you have and also enjoying what you have. I’m prepared to be experimental with what works best for me but am quite prepared to admit that I have the odd moment of panic where I think it won’t be so long before there’s no place for me in a youth obsessed industry – I’m sure I still have a while to go yet – I’m not *that* old! Ageing is such a normal process, but my attitude is to do it as gracefully as possible. And if that includes a little *work* then I’d rather budget for that than a new handbag. It will keep me feeling a little more confident about my place in the beauty world for longer; and anyway, I want to look good for my age.. what’s wrong with that?
The whole issue with my chin is that realistically, it isn’t as firm as it was, I don’t like it and if at all possible (without going under a general anaesthetic), I want it snapped back into shape pronto! That’s just maintenance, not ageing denial. It also seems crazy to me that there are plenty of mid-age bloggers who are spot on for age appropriate products and yet the selection process for samples is never based on age.. and it kind of should be sometimes.
I’m also going to sound like a right oldie now when I say, you can’t get a hair trim anymore, can you? It has to be the whole wash, condition, head knead, blow dry, shine spray, straighten etc – who has time? So, when I nipped over to the Frizzi (Umberto Gianinni) launch, they had their hair styling team there who very kindly trimmed off my ratty ends. No wet-hair, no fuss and no bother. And my ends are perfection, which kind of validates my fear of hairdressers – you’re paying for a whole lot of stuff you don’t need and you don’t want.
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16 comments
“There are beauty journalists in their early twenties writing about anti-ageing procedures and anti-ageing creams who have no clue about the ageing process.” Gah, so true and this is a massive annoyance of mine. There should be more beauty writers and bloggers. I would subscribe to them in a flash.
I love when you said “Beauty isn’t about being beautiful, it’s more about making the best of what you have and also enjoying what you have” – Truth
The hair thing is why I like Mr Topper – in, trim, out – £20. No appointment and no fuss.
I agree with very word you say! In fact I’ve researched the 54-90 age group for my report Older Women -the Forgotten Demographic who feel alienated and ignored by the beauty industry. Yet women of all ages LOVE beauty products. One respondent, aged 69, told me how when her mother died, aged 93, she had to clear out her house and found a cupboard full of expensive skincare and make-up products. It made me feel quite choked up. So WHY does the industry continue to ignore the over 50s {60s,70s, 80s and 90s}. This issue needs more exposure so thanks for drawing attention to it.
Where do I begin? I’m 49 years old and have been a beauty ed/writer/copywriter for twenty years.
My biggest problem with beauty marketing to women of my age is that our appearance is consistently presented as a problem that needs to be fixed – lines, wrinkles, sagging etc etc. Why can’t beauty be fun? Where is the sexy ‘Benefit’ type brand for women over 50 who like dressing up and working the new trends? We should be celebrating our savvy, sexy, selves with a great lipstick and a big smile, and not sweating over every wrinkle. xx
Can you be old in any business? The pressure is on for women to look good and young in every walk of life now. I totally agree that it’s hard for an *older* woman to take advice on anti-ageing from a woman in her twenties. That’s why I applaud companies such as QMS Medicosmetics who have a *mature* (please forgive me) woman selling their products. I feel confident telling women about products that have been tried and tested, without being unrealistic about what you can achieve with a pot of cream. So far I haven’t succumbed to any treatment other than using the Philips ReAura – so are my days numbered?
i know being a BA on a counter being ‘younger’ was more desirable, as you were the walking advertisement. There is still too much of a jump from young to anti-wrinkle, however it wasn’t as bad as it was 5 years ago. I actually prefer my skin now in my thirties than when I was in my twenties, and i still get said that I look younger than I am :S Same about the hair I want a trim now, rather than paying through the nose for a cut. x
I recall, with great irritation, that a luxury brand gave $500 worth of full-sized anti-aging products to a young blogger who just turned 30. To her credit, the blogger admitted her age in her post, and that she could not attest to the products’ anti-aging claims. I sat for what seemed like an eternity with fingers poised above my keyboard ready to write, “well, of course you can’t attest to it’s anti-aging claims!” But I didn’t because it wasn’t her fault that this company wanted her to test and write about their products. I concluded that companies choose blogs with huge audiences for the purpose of product placement – this young woman had, and probably still has, a huge readership and posted more frequently than she does now. Also, don’t studies show that on the whole younger people spend more money that older ones? Still, it’s very frustrating. Women over 50 – and women of color, by the way – are willing to spend much more than the beauty industry assumes.
It’s so funny you should mention this Jane as my mum is 72 (and still looks amazing – I’m hoping genes will work in my favour but I fear I’ll end up looking like my dad instead as life is fun like that) and often speaks of how strange it is that the over 50’s seem to be ignored for the most part, even though they’re a huge market who will often have a higher disposable income than the younger demographic.
Mum treats women of a certain age (with botox and fillers mainly…or at least she did until the GMC stepped in; now she runs a clinic with a Doctor) and, being my mum, she tries to shout-out my blog whenever possible, but I’m not really of much use to them in many ways because I don’t have the right type of skin, so a large chunk of my skincare posts will be of no use. We need a blogger who fits into the over 50’s demographic who can review anti-ageing procedures, treatments and products and provide worthwhile reviews; it’s not as helpful when someone like me or you do it as neither of us are showing any real signs of ageing yet xx
I am glad you wrote this post. I for one am no longer in my prime, I was a teen in the “fabulous and fun” 80’s and wild about makeup back then too. I often wondered why my mum never tried wearing makeup like me or wearing nail polish with all the decals and art like me back then. I couldn’t understand.
NOW, I do understand. Something happens to your mind, maybe it loses its patience or just sees what was fun had been done and a serenity takes over. Yet, when I read about beauty stuff which is written by someone half my age, I wonder what will happen to them when they turn my age. Especially when plastic surgery seems the norm.
I for one am not against surgical procedures yet I have skipped them and not to mention all the medical treatments available. I don’t judge people who do, that is what they want that is what they can do. But what it really boils down too is can you like yourself even when you know that what is done on the outside won’t make you any younger on the inside?
To make this comment short, my grandmother never had the chance for any beauty surgical procedures, she grew up during the tough times of war and such and she died with beauty, at least to me. She lived every minute of life no matter how bad it got and that was beautiful to me. No amount of beauty products could recreate the memories and feeling. Beauty isn’t just things in a bottle.
Sorry for such a long comment. Delete or cut it down if you want.
By the way, does anyone ever say girdle anymore? I don’t want to sound unhip! LOL
I’m 54 and work on a beauty counter. I have had customers, older women, come right out tell me “its nice to talk to someone who’s older and understands”.
Personally I find the ads for some anti-ageing products ludicrous when the model is obviously not a day over 21. I also think its a mistake to be pushing anti-ageing at women under 30. I didn’t really give it a second thought until I was well into my 30s and there was no harm done by not starting the second I left 19 behind.
Youth worship has been going on for centuries, so I don’t suppose thats going to change any time soon. It would help if it wasn’t quite so blatant.
Girdle. Yes I use that word, but not as reference to underwear. Pilates class talks about it with regard to the abdominal muscles the instructor claims I have in there somewhere. LOL!
Ali
So nice to read something I can relate to. I’m 34 and an avid fan of beauty blogs, however the majority are tiny gorgeous 22 year olds with no sign of wrinkles. As you say, they’re great at their jobs, however it’s nice to have blogs written by women I can relate to and test products that are appropriate for their age. It’s about time the PRs and companies engages their brains and realised certain products do have a target age range.
totally agree with this, even with regards to job searching at the moment, having always been in the hair, skin or fragrance industry, I feel at 34 I may be getting overlooked in favour of the younger prettier ones. Having had botox and fillers before, I’m still yet to find the thing that takes me back a few years, so will keep reading your blog in the hope that you find it!!!! x
This is something I’ve been thinking about a lot lately too and agree with many of your points & Adele’s.
As one of the ‘older’ beauty bloggers, I find it difficult to stick my neck out & speak from the perspective of someone of my age, because I’m much more inclined to shy away from it & feel inferior to younger, smoother bloggers! I hope that this is something I can overcome because I really do believe that many women of a certain age are crying out for advice from someone in a similar age-group & it saddens me that so many beauty brands turn a blind eye to this issue.
Nic x
Thank you for this!
I’m 38 and am sick to the back teeth of pretending I’m a spring chicken. I’ve been lucky because up until very recently I’ve always looked 10 years younger. This year I’ve noticed crepey under eye bags and brown spots on the back of my hands. Instead of using a flash setting so high I could blind someone in the next county to obliterate my ‘faults’ I’m just going to get them out there on my blog. There are obviously a huge amount of women my age and above who face the same things as me.
Beauty ISN’T just a young person’s game. Look at the Queen, she’s absolutely stunning. I refuse to fade into the background. I’m going to be the crazy old lady with bright hair and glitter everywhere. I strongly believe you’re only as young as you feel anyway, and inside I’m 18. I’m poking my tongue out at a beauty business who expects women of a certain age to fade into greyness and conformity. Quite frankly, b*ll*cks to that! xxx
I am 56 and, with the exception of an eye cream, don’t use anti-aging products since they irritate my sensitive skin. I look for products that moisturizer my changing complexion. Does menopause ever cause changes! I wish companies would produce makeup for older women. I love eyeshadow and am tired of the glitter and glitz. Some lines such as Lancôme and Lauder have almost abandoned their faithful followers to lure in younger consumers with metallic shadows, etc. They should remember that women over 50 have more disposable income than a 20 something.