I admire and respect women of all ages and sizes, we are all unique and beautiful. However one of my pet peeves is how the beauty, health, fitness and fashion industries still don’t use mature aged women in the majority of their marketing campaigns. As a mature aged women ,myself , it would be more realistic if women of all ages (and shapes) were used in advertising campaigns. Why? So I could relate and perhaps be motivated to purchase the product or service that I see advertised.
The worst offenders are:
The majority of beauty advertisers out there forget that mature aged women still might need to use skin care, pimple cream, teeth whitening, tanning creams, cellulite cream, hair products, vitamins, protein drinks, eyelashes etc. Yet all I see is countless ads in magazines and on social media that only use beautiful, young and thin girls to advertise their products. It doesn’t make marketing sense, as we are an ageing population with spending power and the mature woman is being left out?
These days, I avoid the department store cosmetic counters like the plague. Being surrounded by marketing posters featuring images of young girls advertising skin care in particular “anti-ageing” skin care is what I consider unrealistic marketing. They look great don’t get me wrong, I just feel that what would be more inspiring is to also see mature-aged women featured in these marketing campaigns. Both ages looking gorgeous, advertising skin care and beauty products for different stages of a woman’s life would be more appealing to me.
Most cosmetic surgery advertisements feature pictures of youthful, toned women with perfect completions and not a wrinkle or cellulite ripple in sight. Yet they advertise such procedures as facelifts, wrinkle erasing injections, skin rejuvenation, dermal fillers, breast enhancement, tummy tucks cellulite treatment etc. Are they targeting youth or the mature aged women? It’s definitely both, yet matured aged models don’t get featured in these advertising campaigns. The logical solution would be to use models of different ages, again so we could relate to a particular procedure and feel motivated to buy it.
Health & Fitness Industry
The majority of gyms in Australia today use advertising campaigns that target the younger market. I enjoy looking at those hot posters of fit, healthy young bodies. However I believe that it would be more inspiring for a mature aged female who is a member, or those thinking of joining a gym, to see women of all ages being featured in gym and fitness advertising. If I saw a gym poster with a woman close to my age, looking fit and toned it would motivate me to train harder, knowing that I can still obtain a similar look.
I am also yet to see a mature aged model advertising protein powder? Did you know that an ageing women loses muscle mass faster than a man. If protein is the key to stopping age related muscle loss why isn’t any one marketing it to us?
The Fashion Industry
The debate in this industry continues to rage on about age and size. I have seen a few mature aged models being used in the fashion industry, however they are usually a hand full of matured aged supermodels, nothing has dramatically changed.
Quite recently I attended a women’s luncheon a Marina Mirage on the Gold Coast that included a fashion parade featuring tall, slim, young, models showcasing the latest Summer fashion styles. Luckily, I had chosen the grilled fish, and didn’t feel guilty eating whilst those thin waifs swooned by me. Whispers amongst the women were not comments about the beautiful clothing, only about how skinny and young the models were and no sales came from that fashion parade. Little wonder, as I believe that most of the ladies at this luncheon couldn’t relate to the clothes because of the size and age of models. The women who attend these luncheons are a variety of sizes and ages and not all were tall, young, and thin. A variety of women of all ages and sizes would of been more businesslike and perhaps profitable.
I don’t buy magazines because for a mature aged women many of the magazines in the market place today cater to the younger market. Why would I spend money on expensive magazines who’s content and advertisements do nothing to motivate or inspire me?
Ageing for a women can be challenging, we have changing hormones ,and many other age related issues to deal with. It upsets me that ageism is still so rampant ,and that industries have not embraced the beauty of the mature aged woman. She is only made to feel like she has pasted her use by date because of her age. My question to all these industries is this “why don’t you represent all women, regardless of age or size in your marketing campaigns? Id love to hear your excuses?
I believe that my age is just a number and that beauty has no age limit . Tell me your thoughts below on the subject of ‘ageism’, do you agree with me or not?
Image : Maree Gordon -62 and Annette Spanski 51