I’m skeptically thrilled. Not only did Editor in Chief of Allure magazine, Michelle Lee, have the balls to put an “Old Lady”, i.e. the beautiful Helen Mirren on the cover, but she also put out a call to the beauty industry to end “anti-aging”.
I literally ran into Barnes & Noble on Rittenhouse Square yesterday to hunt this baby down. What a cover! What a woman! What an editor!
On one hand, I am thrilled! Finally, an effort is being taken to put an end to the phrase “anti-aging” and everything it stands for. On the other hand, I can’t help but think “is this a one-time issue thing?”
Let’s see if it is truly the end of “anti-aging” and not just a one-trick pony tale!
Let’s address this. Shall we?
I was a subscriber to Allure magazine for many, many years. In fact, I’ve even had a couple of my letters to the editor published. When the magazine first came to be I loved that models and/or celebrities were photographed without makeup. I loved the articles. It was a great magazine.
The first cover….
..and another early cover. The articles were great back then..
When the magazine was delivered, I would wait until the kids were in school to read it. After the housework was done, I would sit on the sofa in the family room and absorb the contents from cover to cover. During the summer months, the magazine was a regular item in my beach and pool bag.
I do believe this beach bag from J. Crew is as old as Allure magazine is! It is the bag I lugged my Allure to the beach and pool!
And as I aged, Allure failed to do the same. Like the woman stuck in a time warp of beauty and fashion, the magazine seemed to be a time machine that was stuck on “young woman”. And forgot about the reader who started off with the magazine. She aged. The magazine didn’t.
Do you remember this delightful packaging from Helena Rubinstein Tulips? I do–but the model is stuck in a time warp. And Allure magazine was stuck in the “youth” time warp. I must say, I DO love this packaging!
Like a woman jilted by many lovers and over the years who lost trust in men, I feel the same about magazines. Beauty and fashion. I’ve read many of them over the years and as I aged, felt jilted because I was the forgotten reader. The forgotten demographic. The woman tossed aside for someone younger and supposedly better.
It’s ok Natalie. I lost the love of the beauty industry. Waaaaaahhhhh!!!
I allowed my subscriptions to lapse. Vogue, Glamour, et.al. —even Allure. They no longer spoke to me nor did they speak to my generation and generations of women older than me.
The one subscription that I still have, and don’t even bother to read anymore is In Style. It used to be a great publication. I’m using the latest issue as a makeshift mouse pad. The previous issues have been thrown in the trash the day I receive them. The magazine completely lost me as a reader.
I don’t even know when the subscription to this magazine runs out but it makes a great mouse pad!
But back to Allure.
I’m beyond happy to see this cover of the wonderful Helen Mirren. Bright red lips (she can rock that red lip without looking harsh. I wish I could), big ass earrings (the ones younger bloggers think we old ladies shouldn’t wear), lines of wisdom on her face and the tattooed arm of a younger man wrapped around her shoulders. This. Is. Greatness.
Encore please!
She doesn’t even have turkey neck! And her tits are great…
Those orbs of wonder have aged so well…
Mirren is bring aging back the way Timberlake brought sexy back!
Yes. Mirren is the hero that we need. But it shouldn’t stop there.
Helen of Troy? Non! Helen of all women over 50!
The average, over 50, over 60 and older women are also the heroes that we need. The woman who is the school teacher, or the military woman, or the police officer or fire fighter, or the flight attendant, or the administrative assistant, or the sales assistant, or the retiree, or the caregiver. These are the women that the beauty and fashion industry have thrown aside and instead reached for the much younger woman.
Take a good look. THESE, the average older women are also the heroes we need!
The beauty industry has abandoned us for the young woman who depends on mommy and daddy to pay for the items she placed on their credit cards. The younger woman whose most important aspect in life is clubbing on a Saturday night. The woman with the fickle mindset.
Just like the spoiled Veruca Salt, many of the targeted demograph are those spoiled young women who have mommy and daddy pay for everything. What happened to independence?
They want the it girl. Not the aging woman.
Beauty and fashion want this….
…and not the 62-year olds like me who are into all beauty products that’ll enhance our features (and not photoshopped or loaded with fillers)
And—it’s too bad because we have the money. We know our minds. When we find a product we love and that works, we are loyal to the product and the brand.
It’s gonna take a while. And in looking through this edition of Allure, I’m digging much of what is inside.
I see more women of color—I really dig that.
Beauty isn’t just blonde, blue, and white. I’m happy about that!
I’m ridiculously happy to see photos such as this as well. Beauty has wrinkles and lines!
I see an ad for a fragrance by Ralph Lauren (not a fan of his but I’m giving him credit). The fragrance is Woman and the model is actor Jessica Chastain. At 40 years old, she is a woman.
Hey Ralphie. Thanks for not using a twenty-something. You’re a good egg for this but you could do better next time.
But next go-round, I would love to see Lauren use the other Lauren in his ads. Lauren Hutton. At 73 years, Hutton personifies aging beauty and should be used more and more by the beauty and fashion industries.
Lauren Hutton. Like fine wine gets better with age. And I LOVE her outspoken personality. She rocks!
Let’s see more of Diane Keaton and Jane Fonda and Lilly Tomlin if you are looking for celebrities.
Diane Keaton. Another oldie but goodie.
And really, let’s see more of the real woman.
Yes. Do it for the real woman who sits at home hoping a two-buck beauty mask will hydrate her skin into mature dewiness!
Ms. Lee, you are on the right track.
I’m giving you a kiss and hug back Michelle Lee–but you need to keep this up. Do. Not. Fail. Us!!
Keep moving forward. Please don’t back-pedal. Be the mover and shaker. Be the Marianne of the beauty industry!
Be the Marianne of the Beauty Industry Michelle! Liberté égalité fraternité in all things beauté !
There is a slew of us women who are watching your moves. Bring back aging in all its glory and beauty.
Do it for me. Do it for you. Do it for the future of all women.
©2017 Atypical60.com
OMG Helena Rubenstein she had the best mascara wand for her mascara. It was metal and had grooves in it like a screw would and talk about separate and length. I still have my tube and use the wand for other mascara. It is not the same as her brand but hands down this is the BEST and I mean the BEST wand for lifting, separation etc. Not like these stupid wands today. I believe you can still buy it in Europe that is where I got my last one. Catherine you may be able to find a place being you are the WORLD Traveler for us!
Love you blog as always!
Hi Debe. I REMEMBER that mascara wand. Borghese also had that kind of mascara want and it was fabulous. I’m thinking it is no longer used because companies don’t want to spend the money on a wand like that and would rather use plastic. I think I will look for a wand that that next time I’m abroad. I’ll be a broad abroad!!! LOL!!!! XOXOXOXO!!!
Great topic, Catherine. I thoroughly enjoy your anti-agist rants re: beauty industry, especially mags. The thing is, the mags do NOT grow up with us. They remain static, gaining the next gen readers in constant succession. Vogue…seems so jeuvenile to me now. I used to look up to it (if one can look up to a fashion mag) for all classy beauty advice, style. I thought it was far classier than me. Now, when I see the covers, I feel I have outgrown it. Sad but true. Allure, was not one I read but I will check into it now. In Style is uber boring.
Hi Lisa. Oh we could have a three-hour conversation on this topic. Believe me! Don’t even get me started on Vogue magazine. I started to become annoyed with the publication when Wintour INSISTED on using celebrities on the covers instead of models. That irked me. In fact, I was thrilled to find out the the wonderful Grace Coddington hated Wintour’s placing celebrities on the covers of the magazine (read Coddington’s bio–it was one of the best I’ve ever read!) What did Vogue in for me was when Wintour put Kim Kardashian and Kanye West on the cover. I have never looked at another issue after that one. Wintour turned Vogue into The National Inquirer of fashion as far as I’m concerned. In Style used to be a great read–and now it is devoted soley to Gigi and Bella Hadid and Selena Gomez. I have nothing in common with them. They are just too young and not the voice for women. In addition, the magazine is obsessed with smoke & mirrors young fashun bloggers. Mommy has no time for that shit. OTOH, remember More magazine? That was another POS. It equated “mature” women with only successful careers and was constantly writing about diseases of the month. I’m glad it folded because it was pandering, patronizing and absolutely pretentious.
We need another voice. We need the beauty/fashion industries to wake up. Nobody addresses the “ism” of age. Ageism runs rampant and MUST be stopped. Everybody ages–like it or not so everyone needs to face it…Geez..I rambled on and on!!! XOXOXOXOX
Ah, yessss to all of your points, Catherine. I agree with the KK B.S. I really don’t care one iota for the Kardashians, not their make up nor fashion style. Forget it! I do recall More had a few good articles in them regarding lifestyle but disease of the month? No thanks. WE all age and it’s hard to relate to 20 YO anymore. 😛
You know, when MORE came to be, I thought it was a great idea. And in theory it was, but the publication just evolved into one that focused on the fact that women were NOT successful unless they were making upwards of over 100K a year–many average women just don’t make that kind of salary. And over the years MORE started to target a younger market. They destroyed themselves and it was too bad…XOXOXOOXOXOXO!!!
Great post. Awesome post.
http://www.diamondsheart.wordpress.com
Thank you Assurance!!!!! And don’t be a stranger!! XOXOXOXO!!!!
Catherine, you may have read this article from a fellow english blogger, That’s not my Age. Although I do not like her style and find really ridiculous her use of “grown up” term for the more mature, she can have some very interesting views. So you see, it is international.
http://thatsnotmyage.com/beauty-at-any-age/time-ditch-term-anti-ageing/
In that article, she has another way of relating this magazine. I stopped reading magazine as such years ago because I could not identify myself with what they were speaking about and showing. I do not want to be treated like another category of age, another person to tick the box “mature”, I want to be seen as (still) a woman with still aspiration to leave, breath, buy, like fashion (or not), like make up (or not). I want to be seen as, actually, existing, along with the younger. We have all been young, younger and we will all be old, older. Nothing should be better or worst, this is only another step in our lives, different, still challenging but no less or no more that any other! I like being “middle aged” although in my mind I am still 30 and I still dream and run like one when I need to catch my bus on the morning. No the real challenge for me are the issues I am meeting with what will happen to all women, menopause, and the answers of my body. I agree to embrace this moment as well as it is another step but hell, I am also a working woman still trying to get more power and still ambitious. So that is my real struggle. I don’t care the white hair, the wrinkles but I do care for my energy, for my joints and any stiffness I feel more than I would prefer. I am just learning to work around it, with it now with a different kind of sport (the workout, is that correct?). So to be honest, I don’t care for the magazines. Changing society views on ageing is a long process, one that starts first within us, within our family, with our children since they are, well, children. Don’t ask to others to do the job we should all be doing from the beginning, like mothers should do also to their son and daughter alike. Oops again a very long comment. Reason why I can’t like instagram, too easy and lazy for me in a way.
Hey Eve! I follow Alyson. I’m a fan of her blog because she seems like a very nice woman and I did read her post. I’m so glad that you follow her too!!!!!!! Thank you so much for bringing it to the attention of readers here who may not be familiar with her!!! XOXOXOXO!!!!
I really used to love paging through the September issues of Vogue, Bazaar and In Style. I, too, have let all my subscriptions expire. Those fashion magazines just did not speak to me anymore. I found them less about fashion and more about celebrity and the plugging of products for advertisers. When the models and clothes are skewed to 18-30-year-olds, it leaves me feeling left out and invisible. I used to love the old More Magazine when it was for women of a certain age but even that started to skew younger to gain readership before it eventually folded. This epidemic of “anti-aging” is based on dollars and cents. Yes, we have the income and we are very loyal to our products but maybe we need to make our voices heard through our wallets? It seems it is the only way to be heard.
Hi Bits. I’m loving your comment. Everything you wrote–I feel. WTF is it with the 18-30 year old crowd anyway? And editorial pages have diminished to the point of perhaps 1/10 editorial to 90 percent advertising. Like you, I loved the September issue with the many pages filled with all things fashion. Remember the Glamour magazine September issue? OMG all the clothing? It’s a thing of the past. It’s all fast fashion, fast beauty and fast cash nowadays!!! XOXOXOXO!!!!
I just discovered your website and am loving your rants! I couldn’t agree more about fashion mags. I can’t relate at all. But, I’m gonna run out and buy this latest issue of Allure. I just recently let my grey grow out. It’s actually white. Not sure I’m loving it. I’m looking at photos of all those grey haired ladies for inspiration. BTW I live on Long Island and also summer on Long Island. Keep up the good work.
OMG. Nora. Where in Long Island do you live? I miss it so much! The land of big hair and the best garlic knots of all time–not to add THE best beaches in the country!!! You gotta get that issue of Allure. It’s great—and that white hair of yours–I’m sure you will rock it–and if you don’t like it, get to CVS and buy a box of dye!!! XOXOXOXOXO!!!!
Catherine,
Yes, I was going to write a post about aging in my skin, but will now rewrite it without Dame Helen!
Love this post and yes as we age we need to accept ourselves with all the wrinkles, thick waists, achy muscles and joints, and in my case a bigger bra size.
We have to remember we are all embracing our own journey after menopause.Everyone is doing what they want to themselves to make them feel and look better.
There are women who love plastic surgery and fillers to enhance their look and they think we are bashing them if we make a stance against anti-aging. Does a woman who has work done on herself think she is on the same bandwagon as us wrinkled 60 years old? She’s definitely anti aging isn’t she?
No, there are degrees of enhancements we are all guilty of. I dye my hair blonde,and since June wear eyelash extensions (hooked on them since my son’s wedding) so I am enjoying none pharmaceutical enhancements.
My sun damaged skin will never look the same as it did in my 30’s and I look older than my 60 year old friends who have had face lifts and injections. Injections and surgery make us look younger but it’s expensive maintenance.
The fashion and beauty industry do not care that we are the largest discretionary income as long as we buy their product. The Beauty industry wants us to keep buying anti aging lotions and serums because we all want youthful skin and the fashion industry wants us to buy their clothes when their models are only 20 and super thin.
Only recently have the magazines added older models and plus size models because they hear us complaining loudly.
I enjoyed More magazine and maybe one day we will see a truly honest representation of an over 50 year old model who doesn’t have injections. Lauren Hutton is my woman crush!
Only we enjoy looking at older women in magazines, the rest of the world enjoys looking at the 30 somethings…
Sorry, I have to go back and edit my post!
Hugs,
Robin
Hi Robin! Oh. I dye my roots faithfully. I would never embrace my gray. It is who I am. And to those who can afford the fillers, so be it. It is their choice. My beef is with the industry and their anti-aging pontifications as though it were an absolute sin to be older. Did you get the chance to check out the beauty2share from the Laura Geller site? I was appalled and saddened by the amount of young women who have marred their natural beauty withe fillers and photo shopping and filters. These are young women. There is no need for that. If a cosmetics company is selling products to enhance, then they need to showcase the real women and the reality of what the products will do–not the illusion.
Is Lauren Hutton not every womans crush? She. Is. Amazing!!! Go. Edit your post. I can’t wait to read it. Love you Robin!!! XOXOXOXO!!!
Hey Catherine,
Firstly you are hilarious, at first glance I thought you were dressed up as a bank robber!
Like you, I applaud Michelle Lee but can’t help thinking that next month Allure will be targeting Generation Snowflake Millennials again. Let us know, I hope I’m proved to be wrong.
I don’t subscribe to any fashion magazines, Harpers, Cosmo, Vogue and their ilk are full of ads and the all models look anorexic!
Hi Fiona. And by the way, that mask dried my skin. It was a no go for me. It was a Yes to the Carrots thing and Carrots are better eaten. Not in a mask. Yeah. I completely applaud Lee but I’m very curious to see if she will keep up with her promise–especially since the ads are all about youth and geared to a younger audience. We shall see what transpires but hopefully she lit the proverbial candle under the asses of the beauty industry!!! XOXOXOXO!!!!
Interesting isnt it – our society lauds youth almost above everything else, brains? nuhuh – youth is better especially if your arse cheeks hang out from your bikini pants, contribution to society and making life better for all? nuhuh – we’d prefer if you were pumped full of whatever in your lips and that butt, how about some sort of role model? y’know in terms of work ethic or sports dedication?? nuhuhhhh – we’d much prefer it if you were the hanger on like limpet attached to the sports person…. dont even get me….. I think that is sad that society thinks this is OK, I have done my darndest to make sure my kids have grown up to believe in themselves as people – not as silicon infused blobs that leach off other people or are famous for being famous. And the thing about only (and I mean ONLY appreciating the young) is that for the most part they are untested – life hasnt marked them yet, they are blank slates and what about valuing things that people have strived for – NOT down to luck – I am so with you on refusing to buy from companies that are youth obsessed – it is too easy, that beauty being used to advertise skin products? Yeah that didnt come out of the bottle, use that bottle of product on real womens skins, then I might be interested. These companies need to try harder and WE need to really shout about people who really should be role models, y’know they ones who have achieved something apart from obsess about themselves.
Oh and bless these bright young things – youth is a conveyor belt that most dont even realise they are on, and there is nothing they can do about it except grow a personality and a bit of character
Booyah!!! Juliet. You hit the right notes! I remember when Oona was in middle to high school. I forbade ANY and ALL magazines in our home because I did NOT want my daughter to get a bad body image or feel she needed to be as thin as a tampon string to feel pretty. And it rings true as we age. Why do we need Botox and fillers to feel good about ourselves? If that stuff is so important then why isn’t it covered in medical insurance? Brains are what counts. First and foremost it is your brain and the way you think. Granted we all want to look our best and that’s fine–but at what cost? No. With age comes wisdom and unfortunately the beauty industry doesn’t care about the wisdom the older woman has to offer nor do they care about the beauty of the older woman!!! XOXOXOXO
Oh my Lord, yes! I’m always thrilled when I come across a young woman who is well spoken, with nice manners and knowledge of the world around her. When they sound like dopes, it makes me cringe.
Hi Catherine, I couldn’t have said it better myself. The magazines are completely out of touch, and losing a lot of money by closing their ears to us. I haven’t subscribed to any magazines in a long time.
I’d like to send you and Bonaparte my belated condolences on Danny’s passing. What a beautiful story his life is, thank you so much for sharing him with us. He truly led a remarkable life and must have received great comfort in having a wonderful son and daughter-in-law like you. May he Rest In Peace, and may perpetual light shine upon him.
I thoroughly enjoyed reading about your trip and look forward to your book!
Hi Margaret. I really hope that a couple of editors see these comments are come to the conclusion that they lost a huge demographic group because they are no longer relatable. And WE actually read the magazines. In this digital age, I can guarantee the numbers have been dropping to every magazine out there!
Thank you for your condolences in regard to Dany. He was a hell of a guy and is missed!!! XOXOXOXOXO
Hey Catherine!
I haven’t written a comment in a long time, but I read every post! I am interested in checking out the Laura Geller foundation you wrote about, since you are, at 62, my identical age and it seems we have the same thoughts. Anyway, I love Dame Helen and will be scoping out that article in ALLURE,
Did you read MORE magazine? I was devoted to it and it’s mature woman focus, but then it went and disappeared on me. Wish it or something like it would come back. You are my hero(ine) since you stick up for the over 60’s!
Keep rockin’ it, missy!
Nancy B.
Yo Nancy. Where have you been? I’m glad that you have come back for a visit!!! Yeah. Definitely check out the LG foundation. I swear, it is, supercalifragilisticexpialidocious! I’m not kidding. I’m ordering a backup. Its that good! But I’m really upset that Geller has not one older woman on her site. That hurts and it is offensive. I’m serious! Yeah. MORE seemed to get a lot of love from everyone except me. I’m missing something here. We need a publication geared to the older woman but not a pretentious one–and that was my problem with MORE. We need a magazine that focuses on the AVERAGE woman. The one who will mix high end with low end. Is that too much to ask? I guess it is LOL!! Good to have you back and I’m so glad that you commented. Miss you girlfriend!! XOXOXOXO!!!!
Right on, Sister! And thank you!!! I also rushed out to Barnes and Noble for this issue. Like you, I used to be an avid fashion magazine reader, but not for several years now as I can no longer relate. We’re a huge market…why isn’t anyone listening?
Thank you Moongazer! Seriously. Do these editors not realize who is spending the money? Anna Wintour should freaking be ashamed that she has shut out the largest demographic of women for those who are young, spend mommy and daddy’s money and will drop her like a hot potato the second something better and more trendy comes along. I have no use anymore and I hope that the other women our ages follow suit. We need a revolution! XOXOXOXO!!!!
I live in Glen Head. Born and bred in Brooklyn. I love living on L.I. Can’t imagine living anywhere else. If I can’t adjust to my white hair I think I’ll consider some “low lights”. Don’t want to go back to coloring it every 4-5 weeks.
I was raised in Brightwaters on the South Shore. You’re up by Oyster Bay. God. I miss Long Island so much. All my friends complain about the taxes but I’m like “You have great beaches–you don’t need to go on summer vacation!”. It was the greatest place to grow up on, Long Island was!!! XOXOXOXO
Great post Catherine, I hope you emailed your post to Michelle Lee
Thanks D! I didn’t because I couldn’t find an email address for her –but sim glad that you like the post and that is what is important !!💗💗💗💗😉
Oh I thought it was her email down the bottom of the page, but looks like it is her instagram and twitter, bummer.
Yup, great post
Thank you!!!!!!!!!!! XOXOXOXO!!!!
Hi Catherine- Agree with previous comments…great post. I used to subscribe to so many magazines too; Vogue, More, Instyle, People Style Watch, etc etc…part of why I ended subscribing was the same as everyone else, the whole age issue but also because the shoes/clothes are often way out of my price range and also my life style…learn much more from fashion/lifestyle blogs like yours…real advice from real women.
Oh Nancy. I would thumb through the magazines with the same though “WTF can afford this stuff?” was a question I asked myself on almost every page. I’ll pay decent money on a bag and shoes but there is no way I would pay 500, 600, or more on a skirt or sweater or even a coat. The magazines are just not realistic. I think People Style Watch used to do a buy it for less thing but I haven’t read the magazine in years…..
Thank you for that great comment!!! XOXOXOXO
A great post! Are we taking bets on how long the mag will push this?
Lady Calen. I think it’s a one-trick ponytale!! XOXOXOXOXO
Catherine,
I loved both More and Mirabella magazines. Remember them??
I have cancelled all my subscriptions which made me sad because I loved poring over them each month. They just don’t speak to me anymore. Sigh.
We will see how long Allure’s experiment works.
Hi June. Yes. I remember both. I liked Mirabella much better . More started out fine but somewhere along the line changed their target age to below 40 and then “poof” it was gone! I’m wondering how long the anti-aging boycott lasts. The fact that a full-page ad for Botox was in the magazine puts me with a solid seat on the fence!!! XOXOXOXO!!!!
I’m with you all the way, Catherine…just celebrated my Medicare Birthday…yup…that one…Yes, I’m with you…we all are!
Happy Birthday Jeanne! I’m glad we are all in and hopefully let’s see if the beauty industry comes over to our side!!!!
Love you Catherine. This is why I no longer watch US television. Only the most gorgeous get the roles. Knock it off! I don’t want to see a cop that looks like a model. I tune into the British style programing warts and all. Keep up the wonderful and entertaining blog.
Pam. It’s funny you should say that! I can’t stand watching the news here in the USA. The anchor women (and men) have $50,000.00 sets of teeth, fillers, fake hair, fake tits and look like they are dressed to go clubbing. I was Le Journal on the French Channel. Yeah, one of my favorite British ladies is Hyacinth!!! and naturally I cannot omit my beloved Eddie and Patsy!!! Thank you so much. I’m always happy that you are entertained by my writing!! Its inspiring!! XOXOXOXO!!!!
Hi Catherine…woweewow, you are on target. Agree with all other readers. No “fashion” zines on my night table! Trying Laura Geller on your recommendation. She does feature older models on QVC, but think that is their demographic!?
Have you heard of Boom cosmetics? Keep seeing their ads on Facebook. Their founder is a huge anti-“anti-ager”……….much love….keep knocking it out of the park!
Hi Lakey. I just this second unboxed a QVC order–Laura Gellers Gilded something or other and it looks like a great value. I’ve heard that she does feature “older” women on QVC and the ten minutes I caught last night she was making up a younger woman with so many fillers that her cheeks looked like she was on steroids. The industry will never wake up!!!!! XOXOXOXOXO!!!!
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Go Girl! I’ll buy this mag. Tnx 4 all ur work on this blog. I feel like u r the Sister I never had. Love ❤️ 2 meet u someday. I line in Princeton NJ. ❤️💐😁
Hi Julia! OMG. The times I spent at Princeton Pediatrics…and at Hoagie Haven…and just hanging out. I love Princeton. I loved living in Pennington too!! That would be great to meet up some day!!! XXOXOXO!!!
Hi Catherine — I couldn’t agree with you more about this current issue of Allure and about the idea of women’s magazines seemingly getting younger while the women who subscribed to them years ago are now at a totally different place in their lives. It always makes me laugh when I see a model who is in her twenties as the spokesperson for products meant to erase wrinkles, firm skin, etc. (I’m trying not to use the word “anti-aging” to describe the products.) And I think Lauren Hutton is fabulous (as is Diane Keaton, Helen Mirren, Rene Russo, Sophia Loren. Great post — thanks for sharing.
Hi Claudia! I’m so glad you are on the same “page” as I am. We need a revolution. I’m serious. I”ve had it with fashion magazines–I’ll hone in on my personal style instead. The fact these companies use twenty-somethings for mature skin care drives me up a wall. But I really get angry at magazine editors. Anna Wintour is an old lady. She is a great looking woman but she’s old!!! And she panders to young celebrities and trashy z-listers like the Kardashians. Vogue is the National Enquirer of fashion. Period. Bring on the older women. Respect the wrinkles!! XXOXOXOXO
I’m with you.The magazines have passed me y. I no longer look at any of them. They’re missing a whole demographic. So if they complain it’s their own fault.. Right on baby!
Sandra, you are 100 percent right!!! I refuse to spend my money on fashion magazines–if they don’t want me, I don’t want them. I’ll follow my own style!!! XOXOXOXO!!!!
Hi Catherine!
This is such a great post! I think the beauty and fashion industry’s reliance on the ‘younger consumer’ is a bit dumb to be honest! If we look at the facts, excluding ‘older’ consumers is the totally wrong thing to do. Logically, ‘older’ consumers have more disposable income, more time, shops are more accessible to them because they can drive/ go places independently. Whereas the younger consumers often can’t afford the cult beauty products brands are offering, can’t drive to the shops. Excluding older consumers from the market completely misses the mark, profit wise, but also just adds to advertising and brand’s desire to be an aspirational thing for younger girls.
Brands and advertising keep pushing a totally wrong and misleading angle of what a ‘real woman’ should look like. It can have such a terrible impact on a person’s self esteem. Allure is taking a good step in the right direction with this cover. I hope they continue to be inclusive of ALL women further down the line!
Cathy
Hi Cathy. BINGO!!! Boy did you hit it on the nail with so many of your words. And lest we not forget, many of those “younger” consumers have to rely on “Older” mommy and daddy’s credit cards and cash to get those products. So yeah–MOST of the spending is done by the elders!!!
You also struck a chord with the “real woman” angle. We don’t see enough of “real women” and quite honestly, that’s why I think MORE magazine failed. That magazine had great intentions for the “over 40” woman, but focused on women who were in that elusive one percent and were successful doctors, attorneys, CEO’s, etc. The focus was never on the “real” woman or average woman. And I don’t care what age a woman is when it comes to self-esteem. That’s why I forbade fashion magazines in my home from the years my daughter was in middle school through high school. I refused to have her self-esteem lowered!! Thank you so much for your comments!!! XOXOXOXO!!!!
We older women don’t bring in the money. It’s always been and always will be as marketing rarely changes for long. LOVE your article!
Hi Deanna! Thanks so much for commenting. It’s true. Marketing NEVER changes–or it hasn’t in years. It’s so odd because I can remember as a girl, Harper’s Bazaar and Vogue always included the “older” “Mature” woman. Somewhere along the line the ads and editorial regressed and became younger and younger and aging became a sin and a stigma. Let’s hope that the tide will now change! XOXOXOXOXOXO!!!