It was announced a few weeks ago by WWD.com that Charlotte Rampling has been signed as a face of NARS. She is 68. It’s the best possible news for women everywhere who feel disregarded by make-up and beauty brands.
The beauty industry is very guilty indeed of ignoring older women in campaign imagery. Yes, they want their pounds in the chase for skin that looks younger than it really is, but they never want to actually suggest ‘older’ women are their inspiration. From the super blandness of Lauder campaign faces that adorn every beauty hall to cookie cutter celebrity faces, we’re all blasted with imagery of beauty that doesn’t represent us. Now, I’m not anywhere near drawing my pension, but I think it’s a healthier outlook all round if we refocus on the fact that beauty isn’t age related.
Forthcoming trends in beauty are so focussed on older women – I can’t really remember a time when this has happened to the degree that it’s about to. So NARS is very wise because all eyes will be on the older woman. Mainly, I’m seeing trends in creams to address menopausal skin which beauty brands have suddenly realised might have a cash value to them! But, the sheer volume of creams for women at this stage of life that will be on shelf eventually is firmly bringing beauty and older women to the fore.
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If beauty bloggers have done one amazing thing, it’s normalising beauty. Realising that anyone can, across social media, discuss beauty at any age and be very much welcomed for their views is one of beauty blogging’s greatest legacies. Beauty blogging is such a leveller; age, race, religion and politics – all irrelevant when it comes to making and participating in conversation about beauty. Social media has shown brands that it’s not all about chasing a youth market and that age isn’t such a divisive factor in marketing as it used to be.
There is no good reason why older women should be left out of beauty – if you flick through any mainstream magazine, the predominant imagery for beauty is of younger women. But I truly sense change and hope that Charlotte Rampling for NARS is the tipping point for beauty brands to understand that being older is another dimension of beauty, not the end of it.
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18 comments
Hallelujah!
Well said Jane. I think we’ll be seeing the rise and rise of the older woman this year – in fact I have a feeling we might all look back on 2014 as THE year that turned things around, as we begin – finally – to recognise that true beauty is ageless and beauty is not merely “youth”, with a beauty expiration date that’s stamped on us at a “certain age”.
I think American Apparel’s 68 year old model was a turning point recently and kudos to NARS for choosing Charlotte Rampling in a similar move.
I hope we’ll also see more multi-ethnic representation in ads. We are not all 25 year old Caucasians…?!
Absolutely! It’s about time that the Beauty Industry woke up and realised that the love of beauty products is a passion that many women (and men) share regardless of age! My mum is 65 and loves a good cream or serum or whatever! In fact, it could be argued that the more mature market may be of more value economically to beauty brands. I know now what works for me but I also like to try new things – guess what? I am not stuck in a beauty rut as we are continually being told! The fact that Menopausal skin might be of ‘interest’ is another positive move. I haven’t quite got there yet but when I do I am hoping to embrace it and not see it as the end of my beauty appeal but just another stage of life and hey, if there are some products that will help me to maintain my skin and keep it looking good then bring it on!! A very addicted to beauty products and loving it 44 year old!
I was so happy when I saw this news, it’s insane that women over + what 20, if even that? shouldn’t be figureheads for campaigns. Charlotte Rampling is intelligent, articulate, talented and beautiful and any brand should be thrilled to have her as a spokesperson!
Brilliant news, she is just stunning and it just goes to show we can look great at any idea! I hope this gives the younger generation something more to look up to too, growing old gracefully and not being afraid of a wrinkle or line
Sarah 🙂
Saloca in Wonderland
Great post !!!
This is SUCH great news! Its’ about time haha! I’m an older Beauty Blogger-47 years old and one of the few with grey hair(I put some coloured streaks in it) so the news about products geared to menopausal skin makes me extremely happy too.
I’m 47 also and have been toying with the idea of starting a blog! I am a bit camera shy these days due to a few extra pounds that I feel alter my face too much…crazy how different some of us appear given a few pounds! Any way, do you have any suggestions or recommendations ? Which sites offer the best blogging pages, etc?
Totally agree it’s about time for a change. There are so many of us 60+ that would be happy to part with $$ for products made especially for us and not twenty somethings. For several years I felt the companies have been pacifying us and not taking advantage of our buying power. Looking forward to new products.
Well said Jane. I think the entire menopause could be rebranded in a positive way. I mean the pain of adolesence is romanticised as ‘youth culture’, surely the same can be done to make middle age sound cooler!
Let’s do it! Middle age IS really cool!
I think this is great! My mum was just complaining how beauty brands just didn’t speak to her crowd. Glad to see Charlotte as a natural beauty too! No surgery. Others would have chosen to do something while she keeps her look as is and shows how strong inner beauty grows with age!
Totally agree with you on this, Jane. Well said!
Brilliant news! I feel pretty old by beauty industry terms (44 today) so it’s nice to see someone mature and gorgeous out there
When I read lately that Kristin Scott Thomas felt ‘invisible’ I completely understood what she meant.
I am a 58 year old that doesn’t want to look younger, just as good as I possibly can. I am prepared to spend time & money on it & I see lots of women like me. Therefore the fact that the beauty industry are making teeny tiny inroads into acknowledging us is long overdue.
The No 7 campaigns from last summer onwards have included older women of course, and not airbrushed, not to mention a variety of shapes and shades. Much greater variety is great for everyone involved, and much more representative of our real lives.
Amen!
About time too! Fed up of seeing 20 somethings in adverts for anti-ageing and wrinkles. We 60 plus women are more or less ignored and a lot of us are still very much into cosmetics etc etc. Well done Nars – I know which beauty counter I’ll be looking at in future!
Nice !
Rose & Pose Highstreet Fashion