Cracking ageism in the industry?
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!