Is it just me, or are the fashion and beauty industries experiencing …a bit of a shift? By Kiesha Meikle
It may just be my own advancing years, but it feels as if there is a growing movement to embrace a previously overlooked demographic: older women. In a world that typically celebrates youth, the rising visibility of older women in campaigns and the increasing number of products designed specifically for us suggest a significant refocus. This change extends beyond mere visibility—discussions are now focused on menopause, supplements, and aging, with more brands tailoring their offerings to address the unique needs of this market too.
So, what has prompted this transformation, and what exactly has changed?
For eternity the fashion and beauty industries have been obsessed with youth. This fixation has been deeply ingrained in marketing strategies and campaigns, creating an idealised image of eternal vibrancy and flawless, wrinkle-free skin. The message has been clear: youth is synonymous with beauty and desirability. Advertisements have often marginalised anyone outside of this narrow standard, which has not only influenced consumer expectations but also shaped the very concept of beauty itself. It’s been a key driver in innovation and product development too.
But with the turning of the tide, comes a growing recognition that beauty and style are not confined to the young.
‘This shift is not merely a trend; it’s a long-overdue acknowledgment of the diverse and powerful voices of older women.‘
It’s evident in current conversations surrounding menopause. Once a taboo topic, menopause is currently a trending topic and now openly discussed. More brands are recognising the need for products that address the specific challenges it presents – from skincare tailored to hormonal changes to fashion that prioritises comfort and style, it seems that the industry is finally listening to older voices.
And why wouldn’t they? It makes good business sense. After all, the purchasing power of older women is undeniable. Older women have more disposable income (more than all other age groups in fact) and they are more willing to spend it too. Older women are happy to invest in products that cater to their needs, and brands are taking note.
‘Brands that recognise and respect this market are reaping the rewards, building loyalty and trust with a demographic that values authenticity and quality.‘
None of this is happening in isolation – of course, societal perceptions of aging are evolving and influencing this too..
The rise of social media has given older women a platform to share their stories and influence trends. Influencers like Lyn Slater, the Accidental Icon, and Grece Ghanem have amassed significant followings by showcasing their unique styles and perspectives. And let’s not overlook the return of Trinny Woodall to the spotlight. Their presence challenges the notion that fashion and beauty are the domains of the young, proving that style is ageless. This cultural shift is also reflected in the media, where older women are increasingly represented in films, television, and advertisements. These portrayals challenge outdated stereotypes whilst inspiring women to embrace their age with pride.
‘This inclusivity not only benefits older women but also sets a new standard for diversity and representation in fashion and beauty.‘
Consider the example of Bobbi Brown, a trailblazer in this shift. As the founder of Jones Road, and an older woman herself, Brown has embraced a philosophy that celebrates natural beauty rather than disguising it. Her decision to relaunch a new line under Jones Road is a testament to how older women are challenging outdated stereotypes about what they should wear, do, and be.
Jones Road stands out for its commitment to simplicity, quality, and authenticity—principles that resonate deeply with mature women. The brand’s campaigns feature older women who radiate confidence and wisdom, actively celebrating their age rather than masking it. This approach not only reflects a broader cultural shift but also sets a new standard in beauty, showing that elegance and sophistication grow with age.
This inclusive approach impacts society as a whole by promoting a more realistic and diverse understanding of beauty. Surely, this can only foster self-acceptance among individuals of all ages, whilst challenging the ageist attitudes that have long pervaded both the media and everyday life. By celebrating older women and evolving beauty, we are advancing towards a future where everyone, regardless of age, is valued and seen.
It’s about time.
