THE MIDLIFE MOVEMENT
Some of our favourite skincare brands are behind a wave of new campaigns, proving pro-ageing is the new anti-ageing.
After conducting research that showed more women were worried about their ageing appearance than financial stability, skincare brand RoC joined forces with Sarah Jessica Parker, 57, for its Look Forward campaign, which aims to turn anxiety around ageing into “joy about living”.
“Society puts a huge emphasis on youth when it comes to beauty standards, but it’s not productive. There should be no apologies. I am not trying to cover anything up with my approach to skincare, fashion or beauty,” explains Sarah Jessica.
“When I use a RoC product, I’m not looking to hide anything or go back in time, it’s just helping me feel closer to the version of myself I want to feel when I walk out of a door. I love that these products work to help me feel good in my skin.”
Similarly, as part of its Age Without Apology initiative, British skincare brand Willowberry found that 50% of women don’t look forward to getting older because of negative messaging around ageing, with 85% eager to see positive and realistic language used about ageing when it comes to beauty. Leading by example, and by marking a national Age Without Apology Month, Willowberry has pledged to increase representation of older women in the industry.
And for anyone entering perimenopause and the menopause, hello! has teamed up with Clarins to raise awareness about the symptoms women experience during this life stage. Our High Time campaign, which coincides with the relaunch of the Clarins Super Restorative range – specifically formulated to better target the effects of hormonal skin – has received celebrity backing from across the board. To discover The Menopause Hub, visit hellomagazine.com, where we address the topic openly and celebrities share their personal stories, so that more women can feel more empowered.