Crack­ing ageism in the in­dus­try?

No. 1 Magazine - - BEAUTY -

When it comes to beauty, there’s no deny­ing that in years gone by the fo­cus has been on ‘youth’, with the mod­els used to sell the prod­ucts of­ten un­der the age of 20. How­ever, more and more brands are fi­nally start­ing to re­alise that it’s not just teenagers spend­ing their pocket money on their prod­ucts. Ac­tu­ally, a huge sur­vey last year re­vealed that it’s the over-50s who spend the most on make-up in the UK. And the big beauty brands have taken note. French com­pany, L’oreal, fre­quently hire women over 50 as spokesmod­els for their brand. The likes of Helen Mir­ren, 70, Diane Keaton, 70, and Jane Fonda, 78, have all fronted cam­paigns for L’oreal. Other cos­met­ics com­pa­nies have also re­alised that we’ve grown im­mune to 15-year-old mod­els sell­ing make-up and skin­care to us. NARS re­cently fea­tured Bri­tish ac­tress Char­lotte Ram­pling, 70, in a cam­paign, and Marc Ja­cobs Beauty was fronted by an­other ac­tress, Jessica Lange, 67, not long ago. But MAC took the crown for sub­vert­ing ageism in the beauty in­dus­try by bring­ing fash­ion icon Iris Apfel, 93, into the fold, giv­ing her her own spe­cial col­lec­tion.

Jane Fonda, 78, Diane Keaton, 70, and Helen Mir­ren, 70, have all fronted cam­paigns for L’oreal. Marc Ja­cobs Beauty was fronted by Jessica Lange, 67 NARS cam­paign fea­tured Char­lotte Ram­pling, 70

MAC gave fash­ion icon Iris Apfel, 93, her very own col­lec­tion!

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