Look Fabulous Forever underwent a brand refresh at the start of this year, including a packaging and design overhaul, and its latest campaign taps into consumer demand for celebrating diversity, including diversity of age.
“Makeup should enhance and celebrate an older woman’s beauty, rather than trying to conceal her age or look for ways to turn back the clock,” says the company.
Key brand statements include “Act Bold Not Old” “No Beige in Old Age” and “Age is Old Hat”.
Ageing becoming wellness
The shift in anti-ageing within personal care has been much discussed by experts, analysts and brand leaders of late.
Andrea Mitarotonda, Chief Research & Innovations Officer, Neal’s Yard Remedies, explains to Cosmetics Design that the shift is part of an overarching trend in beauty for wellness and health over just physical appearance.
“I think we are all coming to understand that ageing is not only about the way we look externally, but as research shows to be equally importantly, about how we “feel” and how we interact with the environment,” he says.
“There is also an element of social engagement. In this context, the “brain-skin axis” seems to play a major role: negative stress has an impact on the quality of our skin through endogenous Cortisol production.
“Studies have shown the impact of cosmetics on self-esteem, in regulating emotions in stressful situations and even on endocrinological and immune reactions.
“It is obviously all driven by our brain: medical literature has been produced about the effect of “mindfulness” on health and wellbeing. A 2017 study published on Frontiers in Aging Neuroscience has linked mindfulness to healthy ageing.”
A cross-generational shift
It’s a shift not just being seen by brands catering specifically to older consumers, and reaches across age demographics.
“The pursuit of healthier lifestyles is transforming stereotypes about ageing across all demographics. Recognition of prevention throughout all life stages is paramount.
“Younger consumers are pursuing prevention over cure strategies when it comes to ageing. At the same time, Baby boomers are redefining ageing,” she explains.
“They are less conservative than their predecessors and are influenced by media images of active and wrinkle-free models and celebrities.”