As flagged by the amazing organization, We Are Superhuman, 70% of women in their 40’s and 50’s feel they’re largely ignored by mainstream media. It’s true and we know it is – and if we’re not being ignored, we’re being told how we should look, dress and feel. There’s no simple state of being your age that the media doesn’t feel needs improving or changing somehow – or, of course, completely ignoring.
Everything stays the same unless we actively induce change; visibility is the key – women who look like us, talk like us and act like us; in short, women we can truly relate to. We need to say goodbye to current negative perceptions of what it means to be an older woman and push forward with fresher and more realistic concepts. Neal’s Yard Remedies’ choice of six women features a farmer, an entrepreneur and a yoga guru amongst others. Each has a viewpoint and a story to tell with strength, vibrancy, intelligence and humour. But, more than their stories, they’re using the platform to make older women heard, relevant and visible.
Sometimes it takes an army to get things done – together we have a power that can feel unattainable alone. The aim of the #AgeWellRevolution campaign is to start conversations, push boundaries and make noise about our beauty, our wellbeing, our health and our presence. What does ageing well mean to you? My story will be visible too on Instagram (HERE) so you can leave your words there, or on here in the comments.
Transparency Disclosure
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
5 comments
Thank you for writing and sharing this campaign. I was one of the very lucky winners and feel very honoured to have taken part. I’ve followed your blog for a long time and you’re a great role model.
It’s such a great campaign Vicki – everyone looks awesome and vibrant but the fact that everyone is given a voice in the videos is the best thing. Getting a sense of all the participants not based on looks alone is an absolute joy.
I love this campaign! We’re constantly bombarded with the same 20-30 somethings that it almost feels like any signs of aging are the end of the world. I’m 34 and starting to get some fine lines and I felt so crappy about them when I compared myself to the faces I see all over the other ad campaigns.
I love seeing radiant, healthy, glowing skin on women of all ages, realistic skin that we can aspire to. Hardly anyone’s skin looks as young as it did when they were 21, and it’s time that brands stopped trying to make us feel like it should!
Great campaign. Well done Neal’s Yard. Let’s hope it really truly takes off as I’ve seen this sort of thing before (being a totally invisible 77 year old of 6′ 1″!). Thank you for letting us all know. Love your blog — do you remember the M&S Formula sleep cream? I’m on my 6th pot thanks to you. Do you remember the Guerlain Lingerie de Peau Acqua Nude foundation? I’m on my second bottle — it’s just the most beautiful foundation for dry ol’ skin! Thank you so much. I’ve succumbed to many other things here but those are, in my book, real successes. xx (hope you don’t mind)
That’s great to know – yes Sleep Cream is the best thing they’ve ever done Ann. And I hear you about things being done before but if you notice, they’re being done much more frequently which means the market for them is there. x