Ageism is the last accepted 'ism', and a pro-age movement is growing in beauty to tackle it

By Jo Allen 10-Jun-2022

While the industry has made strides towards inclusivity, age diversity has been largely left behind. Can the latest brand and industry campaigns change this for good?


This article was originally published in the June issue of Cosmetics Business Trend Report


Willowberry's Age Without Apology campaign

Willowberry's Age Without Apology campaign

How well do beauty brands represent women as they grow older? It’s a question that brings to mind several well-known faces: Dame Helen Mirren, who was signed to L’Oréal Paris in her sixties and has been part of the brand for seven years, and Isabella Rossellini, who returned to Lancôme in 2018.

More recently, Lisa Snowdon was announced as the face of Prai Beauty and Kim Cattrall has partnered Ole Henriksen to front the brand’s new body care campaign.

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Caroline O’Neill, General Manager of L’Oréal Paris UK & Ireland, adds: “Only 15% of women aged 55-plus feel that advertising still addresses them and their needs. And with more beauty users in this age group (37%) compared to the millennial age group (26%), there is a clear need to support further.”

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