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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

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Ageless Beauty: Emb Natural Solutions

https://www.wgsn.com/insight/article/78793

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

Ageing gracefully

Lancôme

https://www.wgsn.com/insight/article/78793

Ageing gracefully has never been more fashionable. Mintel's 2017 Mature Beauty

"I don’t me what

report revealed that 57% of US Boomer women don't mind having grey hair, 64% seek for beauty products designed for their age and 70% like brands addressing ageing in an up-front manner.

told The to be wh Rénergie by focus over wri

As Boomers increasingly reject turning back the clock, brands are rolling out inclusive campaigns endorsed by over-60 influencers who proudly display their age. In 2017, CoverGirl announced Maye Musk as its new ambassador. "Ageing has been good for me. You develop confidence, you’re able to handle the knocks a little easier," Musk told New York Times. "I model for my age. I'm not trying to hide it and say I'm 50. I'm so proud that I'm going to be 70."

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In 2018, Isabella Rossellini became the face of Lancôme's new campaign for Rénergie Multi-Glow collection. This marks a notable comeback for the 65-year-old actress, who was dropped by Lancôme aged 43 for being

Catering Takarajim end fash women i ano hito that styl featured

"too old". The brand is listening to shifting ttit d f li ti i ti

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

attitudes, away from unrealistic aspirations of youth to embracing one's age.

natural a embrace

Sutekina ano hito no otona fuku

Radiance from within

@thandieandkay

https://www.wgsn.com/insight/article/78793

Similar to their older counterparts, Gen X women increasingly feel comfortable with who they are and spend more time embracing their glow than defying age. As noted in our Gen X Beauty report, this

women. assertin women," is figurin the jour

demographic is using beauty to redefine what it means to be middle-aged and reclaim their sense of worth.

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Gen X celebrities such as Jennifer Aniston, Christy Turlington and Cameron Diaz have been at the forefront of this shift in

wellness Instagra #organic

attitude. "We can't keep young forever. I'm not a superhero and can't age backwards,

#natural finding a

and I'm not going to beat myself up for that," Cameron Diaz told The Pool. In 2016, Ellen Pompeo also celebrated midlife in

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

Philosophy's #CoolAger campaign to

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redefine the anti-ageing narrative.

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In December 2017, Thandie Newton teamed

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with RoC Skincare for its #ForYourAge

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campaign. It raises awareness of the negative context behind the phrase "you look great for your age", which undermines

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women's self-esteem. The campaign aims

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to evolve the dialogue around ageing and

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further eliminate societal standards set for

Allure. "

Westman Atelier

" Tra d i t i o n a l way s o f m a r ke t i n g – specifically around age, gender and ethnicity – are becoming less relevant. There has been a slow move in focus away from eternal, youthful perfection to https://www.wgsn.com/insight/article/78793

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a w a y f r o m e t e r n a l , y o u t h f uAgeless l p Beauty: e r f Embracing e c t i Natural o n Solutions t o - WGSN Insight a s p i r i t o f p o s i t i v i t y, c o n f i d e n c e a n d psychological and emotional health. Millennial consumers' skincare regimes are seeing shifts from correction to preparation."

Alexia Inge Co-founder, Cult Beauty

Embracing imperfections https://www.wgsn.com/insight/article/78793

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

CVS pharmacy

@peterdevito

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

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Related reports

Gen X: A Guide for Fashion Marketers https://www.wgsn.com/insight/article/78793

10/11

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Ageless Beauty: Embracing Natural Solutions - WGSN Insight

Gen X Beauty

Boomers: The Economics of

Silver Seekers: The New Age of

Longevity

Boomer Wellness Early Boomers: Beauty Attitudes

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