Seriously, nothing gets on my nerves more than the label, Cougar when it’s attached as a moniker for older women. Connotations include predatory, hungry and aggressive. So, masters of the attention-grabbing label, Rodial, are introducing a line of skin care devoted to menopausal women under the name Cougar.
For many women, menopause is a time of extreme discomfort and worry about ageing. It’s the surest sign of all that your youth is well and truly behind you. Hot flushes, a racing heart, headaches, loss of libido, hair thinning – they’re all part and parcel of it for many, although not all, women. Health wise, depleted oestrogen puts you at risk of brittle bones. Menopause is a natural state for every women – it comes to everyone, and some people deal with it in a very positive way, embracing the changes and enjoying the freedom from any chance whatsoever of getting pregnant. But, even if you are the most positive woman in the whole world about your menopause, I cannot imagine you would want the Cougar label slapped upon you – imagine even linking the two?
Ageing gracefully is what most women aspire to – and that doesn’t exclude the odd disgraceful moment – menopause and ageing doesn’t mean no fun! But a skin cream for Cougars – oh, please. How demeaning. Aggression, sexual hunger and a predatory attitude to men is absolutely nothing whatsoever to do with treating your skin and maintaining your looks. It’s not helpful, it’s not kind and it’s something I wouldn’t touch with a ten foot pole. I’ve got no problem with skin care aimed at menopausal women – if it helps, then it’s a good thing. But, I very much have a problem with cougar. The range is also claiming to be the first aimed at menopausal skin; tell that to Stratum C featured in The Daily Mail in 2013.
There were some stores who made the decision not to stock Size Zero, one of Rodial’s other majorly unhelpful product ranges. And there were those that absolutely, categorically deemed it ‘a bit of fun’ and took to social media to say so. Well, think on at how funny it is when you can’t sleep at night because you’re so damn hot, when you’re doing your level best to treat your skin with nourishing ingredients that help to keep it smooth and bright and you’re desperate to stop your hair thinning – and then wonder at the woman that produced a range that labelled you a cougar.
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I really really hate the word Cougar as well……for some strange reason….it still seems to be taboo if a man dates an older women…even if the guy is only a few years younger…although a guy can date women 20 or so years older and no one blinks an eye lid…personally I find the Cougar demeaning…Rodial always go for the shock factor…maybe because their products aren’t actually that good or worth the money!?!
I really appreciate you speaking out about distasteful marketing toward women. This is perfect.
Insulting customers – fabulous way to sell a product…..
I am amazed, astounded even, that a major premium brand such as Rodial should think it a good idea to label a range ‘cougar’. Yes I get the shock factor but please, shock tactics can be counter productive and I can’t help but think that will be the case here. I consider myself part of Rodial’s key target market – indeed I use a number of their products – and I feel totally insulted by this. Boob Job is another striking product name from Rodial but that works because it is funny and it doesn’t insult. So shock can work – but not when it’s executed like this. Bad call Rodial!
Bang on Jane! I actually thought the name was a joke after the size zero debacle, to poke fun at themselves – wow aparantly not!! It’s pretty shocking stuff don’t think they’ll have too many customers dying to be slapped with the cougar label anyway but then they are somehow still in business??! Beats me! Great post as always 🙂
I just read about this on Sali Hughes’s page too (http://www.salihughesbeauty.com/columns/change-worst/) and am so glad to see beauty writers speaking out about how crap and demeaning this is! I am not their target audience for this product but they have effectively put me off buying anything from their range with this marketing.
Very well said Jane!
I’m starting to think they do these things specifically to wind you up Jane!! Imagine going into a store and paying for something called ‘Cougar’ at the till – how cringeworthy! Rodial as a brand is looking really naff and cheap to me – if I was going for a luxury beauty product they wouldn’t even be on my radar. Still I suppose if they’re insisting on naming their products like this I suppose someone is buying them. Just not women with taste and style.
I’m 46 and would never buy any beauty products called cougar, I’d feel embarrassed. I loath the term anyway, but to call a skin range for menopausal women this just seems tasteless. Women going through the menopause have deal not only with the physical symptoms but also the emotional upheaval. Maybe the name is suppose to be empowering which it’s not. Cougar is an insult, it evoke images of women who are laughed at for their deluded desperation. It’s such a pity as a product for menopausal women is needed as the skin goes through such a change and a product which is marketed to remind older women that they are still beautiful, still fabulous, still vital even if their body is changing, their temp is going crazy and self-esteem has taken a knock.
Honestly? Whatever label says, if the thing REALLY works I’ll buy it right away when my “meno-time” comes..
I’m also 46 and wouldn’t touch this product with a barge pole as I find the cougar moniker insulting……well, done Rodial…..upset your target audience……couldn’t agree more Jane x
Great post Jane, I love that your blog voices opinionated and well-argued points about the beauty world in addition to the news updates and reviews!!
Personally, besides also finding the name insulting and in bad taste towards mature women, it seems to me that a brand that seems to place so much value on shock factor names in order to sell rather than letting the focus be on the merits of its products just feels very cheap. Just on that basis I wouldn’t trust its quality!
Damn, you mean I’m too old now to be a “sex kitten”?
absolutely agree with all you say. Idiotic idea to call it that
I really don’t like Rodial at all. It’s not a brand with a great image.