My absolute mantra is that beauty isn’t age-related. I’m getting more and more press releases recently that are specifically targeting older skin, but wait! There is a positive spin on anti-ageing right now that wasn’t there, say, five years ago.
Press releases of old used to be filled with dire phrases, such as ‘crow’s feet’, ‘smile lines’ (as if smiling could ever be a bad thing), ‘deep furrows’ and oh, all sorts of words for normal skin ageing that made it sound like anyone over 40 needed to be on life support. While we’ve not managed to do away with negative connotations about ageing skin, there’s certainly a change and more careful thought from many about how to address it.
I’ve written about being an older blogger before – it’s a strange thing because the general expectation is that bloggers are young – but age is no barrier to enjoying beauty. It’s only when you’ve got a body of older women who are prepared to look at beauty in a less obvious way that it begins to become an accepted, mainstream way. And, that’s definitely happening right now. The most feedback I tend to get via my blog contact form is from older women – or much younger, new bloggers looking for a little advice.
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I don’t like the terms ‘older’ or ‘mature’ but use them for want of anything better; they sound apologetic in an arena where age isn’t really all that relevant. I like ‘beauty plus’. You can be 80 and love a lipstick as much as someone who is 18.
The beauty industry is massively influential in how we perceive ageing and beauty. It’s probably our biggest subliminal influencer that has shaped our perceptions of what is acceptable beauty today. However, with many, many brands turning their attention to older women and their skin, we’re going to see that influence working in our favour. The beauty industry has decided that we’re hot right now!
It’s probably one of the most exciting things happening in beauty – even though we have a summer ahead of glamour in the shape of Louboutin Beauty (red, red and more red) and Gucci Beauty (which I suspect might be a lot like D&G beauty). Everything is shaping up to embrace the 40+ woman as someone with a rightful place in beauty, and not a forgotten, apologetic entity (that incidentally keeps the beauty market propped up financially). And remember, bloggers are only ageing one way – nobody’s getting younger here, so as key influencers in the blogger and YouTube arena start to explore ageing, it will make on-line beauty content even more important. It’s going to be interesting to see how next-generation older bloggers influence the beauty industry.
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11 comments
Brilliant article, as usual. I only wish that the sales assistants in department stores were of a mixed age range! It’s sometimes very difficult to relate to 20 somethings when they treat you like their grandmother! One exception is Chanel, as Consultants in both Liverpool and Manchester Trafford Centre have recently proved.
I completely agree, the only concessions where I’m seeing older ladies is Chanel, I find this massively refreshing and the ladies there always seem to go for a ‘their skin but better’ look, they’re never caked in make-up and I find that to be wonderful!
Whilst I’m still under 30, I must admit that these women are the women I’m looking to for inspiration for simple beauty looks, namely ways to ensure I don’t go overboard on the make-up front and skin care tips to help keep it plump and healthy (stress can take it’s toll).
We’re all aging, it’s part and parcel of life, the sooner companies start embracing that, the better. Like you say, ageing isn’t a bad thing and we all need to learn to like what we see in the mirror instead of striving for the perfection portrayed by certain companies which is completly unachiveable – certainly in my lifetime anyway.
We are only given one body, we really should make the best effort we can to look after it!
Well said! As an over 40.. (48 last week actually) I really enjoy what you have to say, and will keep doing so as long as my eyesight can! Your you tube clips are ACE! Keep up the fantastic blogging Thanks Jane! x
I’m really glad you wrote this Jane – as another 40+ beauty blogger it’s something I struggle with (it shouldn’t be a struggle, but for me it is). I must admit I’m much more likely to look to blogs like yours or Caroline Hirons for beauty advice, because I know you have a proper understanding of the issues I face. I agree that tides are turning in terms of attitudes, which can only be a good thing.
Nic x
I am not sure that I agree that tides are changing, whenever I look for a review of a product I find that I am trawling through albeit beautifully set out and photographed reviews from 20 somethings. Now call me a grumpy old beauty bag but I am very nearly 30 years older – I really must be careful here because I will sound not only cynical but bitter and twisted. I am fed up with reading reviews that are grammatically incorrect/mis-spelt or worse no capital letters, and that doesn’t even touch the fact that at 20 one has a beautiful bounce and bloom to the skin which is called youth. Which of course leads me to the fact that I am jealous, I cannot achieve youth, these lovelies have access to products for a range of skin types and skin tones, where the high street can fight it out with the big boys in terms of cost and all I was faced with when I was in my 20’s was apricot kernals, peach foundation and paint strippers for toners.
I am sorry because your blog is not my soap box, but I think it will be a long time before an aged female face will be viewed with as much fondness as a young female face. And now I am off to chew on a lemon!
Excellent article. I would be really happy to see beauty as something that is defined not simply by youth. If someone is beautiful then they are beautiful. Age is irrelevant. Whilst I want look the best I can at the age I am (44) I don’t necessarily want to look younger – I want to look healthy and attractive. The beauty industry, finally, realising that beauty is not always youth but (heavens above!!) someone of a certain age might be a very welcome and well needed change of attitude! Yes!!
I agree! Despite being only 19, I look up to older bloggers and feel they probably know more about the beauty industry than I do!
alicekatex ♥
When trying to come up with names for my blog I considered ‘Between The Lines’ and ‘Prime Time Beauty’ but was worried it would put off younger readers. In the end, I chose a rather generic name but use the tag line ‘Beauty and beyond from a (slightly) older woman’ which I hope makes it clear that I’m no spring chicken but in a faintly humorous way. I’ve recently changed my Twitter bio to ‘Middle-Aged Beauty Blogger and Middle-Aged Single Mum’. Basically, I want to be out and proud about what I am! However, the term I do have a problem with is anti-ageing but find it hard to avoid sometimes. I’ll soon be starting a series of posts on how to keep skin in good condition and intend to call it Smart-Ageing or something along those lines but in a way I’m not sure that’s much better.
Alex xx
http://www.iheartbeauty.net
Well done, Jane
About a couple of years ago I discovered beauty blogs. I subscribe to several UK ones and a new world has opened
I’m 74 this year, have no daughters so I rely on blogs to show me what’s out there. Only get to JL 3-4 times a year so found a few sites I use
I like to think of myself as being young at heart … on a good day. Everyone ages so we need more young at heart bloggers, Ruth Crilly’s mum is great but her blogs are few and far between!!
I love glitter nail polish (covers many nail faults) and Guerlain purple mascara. And my “mistakes” are passed to a young friend
So grow older (dis)gracefully, ladies, and don’t worry about “lines” etc because they’re part of you. I much prefer to see a lady of any age with a laughter line or 3 than a young face with no character or an older Botoxed face
I’ve got the purple dress, now need the red hat http://www.poemhunter.com/poem/warning/
Oh Alex, I’m off to have a nose at your blog! I do think things are changing but we have to be the game-changers (and we are). I dislike the terms like ‘middle-aged’ and ‘anti-aging’ because some of them genuinely sound negative (i prefer ‘pro-aging’) while others just have bad connotations and associations from what came before now.
But it’s good that people like Alex and Alyson from That’s Not My Age are reclaiming the language of aging and as Alex said, being proud of their age. I guess it’s like feminism, once an uncool word but now (i think) suggests positivity and strength and not man-hating!
Fantastic post, Jane. It’s not about age it’s about being fabulous!