In recent years, the cosmetics industry has invested in a range of products that are tailored to mature women. The customers in this market are knowledgeable and savvy in their make-up purchases, so the products need to be effective. Priceline Pharmacy Make-up Director Rae Morris says the trend to specific products for mature women is a great move because most of us rethink our make-up regimen after the age of 40.
“Like most things, what worked for us at 18 doesn’t necessarily work for us as we get older,” she says. “When we are younger, we can wear shimmery products, but as we age, they just enhance lines. We also need a bit more coverage in our foundation. The most anti-ageing thing a woman can do is to even out her skin tone. Avoid heavy powders because they’re ageing and instead opt for liquid creamy foundations that will give the skin a healthy dew. Even a BB cream is great if you don’t like a lot of coverage.”
Rae says that when it comes to eye make-up, less is more. “Subtle eyes are often best. Bright eye colours just don’t look age-appropriate. Use natural matt brown or grey shades to lift the eye. As a guide, I always recommend looking at Jane Fonda and Helen Mirren’s make-up. They have two go-to looks and only use neutral shades that suit them.”
Like most things, what worked for us at 18 doesn’t necessarily work for us as we get older.