Today I am seething. This time it is over the ever-ageist ways of cosmetics companies.
Yes, my friends. MORE real tawk from me!!!
And what I find so discouraging is that in September, Allure magazine had one of its best cover photos ever. Helen Mirren—and the magazine made a promise to stop using the term “anti-aging”.
Thank you Allure, not only for the beautiful Helen Mirren gracing your September cover, but for your promise to stop using the phrase “anti-aging”. Unfortunately, it has fallen upon deaf ears!
All well and good.
But even though Allure promises us to end that offensive term, cosmetics companies still use the phrase and even worse, cosmetics companies seemingly lower their target buyers to the younger demographic.
The new demographic of beauty and cosmetics companies!
Dior cosmetics has just announced that 25-year old model Cara Delevigne is the new spokesmodel for their “Capture Youth” campaign
Cara Delevigne–Dior’s Capture Youth new spokesperson. Read about her in W’s article
Now—Ms. Delevigne is a beautiful woman. She of the naturally oversized eyebrows and pouty mouth. She has balls, she does, because in a world that is so focused on perfection, she shaved her head, dyed her hair some interesting colors and marches to the beat of her own drum. And for that, she has my respect.
She’s actually quite feisty–which is great, but at 25 years old to be an “anti-aging” spokesperson? Don’t get me started…
But—she is only 25 years old! Come on Dior!!! You know very well that the target demographic of your company has always been an older group. Your target group has been the 30-to 55-year old group. And, like Estee Lauder and other cosmetics companies, you’ve jumped ship on a group of women that has money to spend, all because you want to grab the youth market.
This photo from Paris Perfect showcases outfits from the Dior exhibit in Paris. Now, do you seriously think that Monsieur Dior was designing for the under 25 femme? I wonder how he would feel about his cosmetics company’s recent decision?
I swear I have so many thoughts going on in my head right now that I can’t even…
And randomly, I am going to just write those thoughts down.
Dior is a French company. Older women are revered in France. Older women are considered beautiful, chic, and wise in France. And so, I find it ironic that Dior, a French company, would ditch the older woman and gear all cosmetics and skincare needs toward the young demographic.
Carine Roitfeld, former editor of French Vogue is, IMHO, the embodiment of the refined older French woman. She doesn’t even wear foundation! No fillers. No nuthin’!
Hmmm. I wonder how Carine feels about the “anti-aging” phrase. For some reason, I’ll bet she can’t stand it!
Although I haven’t yet seen any “Capture Youth” products, here is a sampling of a couple of the “Capture Totale” items by Dior.
This moisturizer will cost you $165 for two ounces worth of product and packaging that looks like a million bucks!
This Dior serum is $225. for 1.7 ounces. Let’s see now. You can get fabulous serums from The Ordinary on the average of around $8.00. My favorite serum of all time, Skin Actives Collagen serum is $16.00 for one ounce. Hmmmmm. Hummmm! I guess that under-25 demographic is loaded with Benjamins to spend!
This stuff is expensive. Now—most of the “25-year old” group and younger—and even a bit older, have had a hard time finding jobs after graduating college. Many are still living with mommy and daddy. And those who are out of the house—well, a great deal of their take-home pay is spent on their apartment rentals, utilities, food and social lives.
As I said, many young adults are forced to move back home–is that how these young women can afford a serum for $225????
Younger girls will either go into debt to purchase very expensive cosmetics, won’t eat anything except tuna fish or ramen noodles (back in my day it was Tab soda and Marlboro Lights) so they can afford cute clothes and pricey makeup, or they will hit up mommy and daddy for “help”.
Most of the mommies and daddies I know just tell the adults to deal with adulting.
So you can’t afford $165 for a moisturizer? Deal with it! You are an adult now. Buy the store brand! Mommy does and it works!
That leaves me with this. Who is going to buy this stuff anyway?? The privileged one-percent? Those who work in the beauty industry and get a steep discount? Those who are only obsessed with brand names?
Let me tell you something. My daughter, Oona, went to the dermatologist two days ago. We had a conversation before she went and she happened to use the offensive phrase “anti-aging” to me. OK?
Oona thinks she has lines on her face. She doesn’t. But I’m thrilled that she is owning skin care! And I’m glad that her dermatologist agrees with me on “Pro-aging!”
I went off on a tangent about how bad that phrase is and that it is offensive to all women because the second you leave the uterus and hit the air, you are starting to age! After I told her that the correct term should be “PRO-aging”, I also told her to relay what I said to her dermatologist.
Basically, at 28 years old, Oona wants to get into some serious skin care and that makes me happy. And might I add that my daughter can afford to spend serious buckaroos on this. A few hours after her appointment, she called me, told me her skin check was fine, she has a prescription to help in her “pro-aging” and that her dermatologist agreed with me on the “pro-aging” term.
Mommy is always right!
But back to this “Capture Youth” campaign. Do you really want to capture your youth again? I don’t. My youth was fun but it was also a very awkward time. It was a time of my being unsure of myself. I made so many mistakes.
I like being older. I don’t necessarily like the loss of gravity on my face—that bothers me more than lines and wrinkles.
This is me. 62 years worth of pro-aging. The only thing I want to capture at this point is good health and a winning lottery ticket. That’s it!
And even when we do have wrinkles and lines on our faces—it isn’t the end of the world! We use products to hydrate and soften our skin. It’s called pro-aging!!
Yeah, Dior. I have a couple of your lip products. And I like them. I won’t throw them in the trash—not after the amount of money I spent but I will use them until there is no more. And every time I use them, I will be reminded of what an ageist company you are. And when there is no more product, I won’t replenish. Not now. Not ever. Never! Only when you return to your target audience will I return to you.
Dior Addict Ultra Gloss. It’s nice but I’m not repurchasing. At $30, I would have been better off purchasing drugstore lip gloss! My Fenty Lip Bomb was only $18.00
Another $30 Dior lip product. Creme de Rose Lip Balm. It’s nice but I won’t be repurchasing this either.
Before I end this little rant, I do want to thank three companies that are mature woman-friendly. One is the Deciem Company, creators of The Ordinary foundation. This company does Collab’s with older, mature women and isn’t into marketing or the kind of campaign that leaves certain demographic groups out. I support this company.
The other two are skin care companies. Vivant Skin Care and Skin Actives. Both carry on their business similar to Deciem—word of mouth. Companies that are mature woman-friendly will always have my support.
It’s also upsetting to me that we are living in a society that places too much on perfection. What is the message that the beauty industry is giving to these young women? That you need Botox and fillers in your twenties? That you aren’t pretty or attractive if you have any lines or wrinkles? That it’s wrong to age?
Do we strive to be like this???
Get with it Dior and all those other cosmetics and beauty companies. It isn’t anti-aging. It is pro-aging. And take note of who your real customers are.
Oy Vey! I gotta go find my sense of humor. It got lost and I need it back!!!
That’s right–mommy has to find her sense of humor. I may have found it!!!
Let me end this with a video I made this morning. Have a look at a real woman (me) with no work done. I did a neutral face because I went to have my Passport photo taken. Just my luck, the photo was taken but couldn’t be printed because the printer broke. I have to go back tomorrow.
Enjoy the video—and please subscribe to my channel because I am trying to give a voice to our demographic-it’s very important to me-! Thank you!! Tell your friends and frenemies! XOXOXOXO
Hey Catherine, funny to hear you in real life! I could understand nearly all you said because you are talking slowly and pronounce all words carefully so that ‘s great and really appreciated.
So look great on this video and black does suit you (plus the white pearls always help). I can’t say that I know all the brands you are talking about but it was good to hear about your make up routine.
What do you use as moisturiser? Do you do mask once in a while, a peeling? True, I would be much more interested in skin care than make up to be honest.
I am currently on sick leave for some time I think and so I am happy to see your blog post and your videos: the one of today was good really, you look like a proud mature woman with opinions. Have a good day now.
Thanks MB!!!! It’s funny, but I walk really fast and speak very slowly–sometimes it drives people nuts but I appreciate when others speak clearly and concisely to me. Anyway, I do use a moisturiser. I use one with an SPF when I’m going to be outside and I use a store-brand generic knock off of Olay. I am more into the serums. I do use masks but not as often as I should!
Hey. I hope you are well and getting better quickly. How long are you on sick leave? Get better soon!!!! XOXOXOXO!!!!
Catherine,
You are young,restless, bold, and beautiful!
Yes, we have a long way to go with youth obsessed media and marketing for fashion and beauty.
We are seeing baby steps, but they have a long way to go!
Not to worry though, we will still be calling them out for their poor judgement in marketing!
Your One Life to Live friend,
Robin
Thanks Robin. I’m glad that you are supportive in this. I love my beauty items but the fact that the industry is dropping us is very disturbing!!! We will stand strong!!! XOXOXOXO!!!!
Hey Catherine, funny to hear you in real life! I could understand nearly all you said because you are talking slowly and pronounce all words carefully so that ‘s great and really appreciated.
So look great on this video and black does suit you (plus the white pearls always help). I can’t say that I know all the brands you are talking about but it was good to hear about your make up routine.
What do you use as moisturiser? Do you do mask once in a while, a peeling? True, I would be much more interested in skin care than make up to be honest.
I am currently on sick leave for some time I think and so I am happy to see your blog post and your videos: the one of today was good really, you look like a proud mature woman with opinions. I booked some tickets to visit the Dior exhibit next December, I hope all the crowd will have stopped coming then and I’ll be able to enjoy it without too much people around. I can’t remember having had any stuff from Dior, either skin care or make up, or maybe a lipstick years ago and samples for … Capture skin care before it has been reformulated. But I was not convinced and, since they do test on animals, this was certainly not for me. That was even before I went organic for my skin care.
I am moving in a few days so it is high time that I do a serious clean up of all my stuff in my bathroom, I am a bit ashamed ahem.
Have a good day now.
MB. You are so lucky to be going to the Dior exhibit. Christian Dior is probably rolling over in his grave about the cosmetics line! And I had no idea the company tested on animals–which is even more interesting as Cara Delevigne is a huge animals rights activist. Very interesting!!! Good luck with your move–moving always brings out the purger in us!!! XOXOXOXO!!!!
You know I think they use these young chicks to shill the goods because they THINK that their demographic ( the mature woman) is delusional enough to believe she will achieve the flawless ( read: photo shopped) perfection of the model. Maybe back in the day some women thought like that but today’s MATURE woman is a lot smartah and she’ll buy elsewhere…..although with the current Francophilomania going on in the States, Dior, Chanel, YSL could sell merde at 500.00USD/oz and someone would buy it. Probably why smart French women buy their skin care at the Pharmacie and leave this over priced glop to the tourists….
Your daughter has beautiful skin…the most important thing she can put on it ( in addition to a good moisturizer) is a high SPF sunscreen 365 days a year.
Have you ever heard of Skin Biology? Dr. Loren Pickart is out of California ( or Washington State?) Fantastic products based on copper peptides. Nothing fancy about the products but it’s awesome. I pay for the shipping to Canada because I believe in the product and have used it for seven years. Even my own dermatologist is impressed with my 62 year old face.
Hi Momcat. You are true about the women who would be those products because of the Francophile addiction. My thing is if you are that much into everything French, save your money for a plane ticket and go to CityPharma to buy what the French women buy! I’ll leave it at that!!! I’ll have to check out the Skin Biology line–you know I’m always up for some new stuff!!!! XOXOXOXO!!!!
Hi Catherine, love reading your blog! On a recent trip to the dermatologist to get a skin check she recommended a good all body moisturiser from La Roche Posay. My skin loves it and so does my pocket!
Being in the older demographic, I have given up on the high-end products as some of the pharmacy lines are just as good, if not superior! Xx
Hi Doreen. Yeah. La Roche is great stuff. Oona likes their products too. I remember using one of their creams a while back and was quite pleased! I’m telling you, I’m becoming more and more disillusioned with the luxury brand’s dropping us for someone younger–it’s like the cheating husband!!! XOXOXOXO!!!!
Tab and Marlboro Lights — those were the days! 🙂 I haven’t had a cigarette for 30 years but I also remember lying out in the sun covered in baby oil. Things certainly have changed! Anyway, great tutorial. I too am a fan of neutral make-up (definitely during the day) — great tutorial!
Thanks so much Gillian! Glad you enjoyed the video! I haven’t had a cigarette either in about 20 years!!! But I only had them when I went out–there was something about a drink and a smoke.
Oh..I love the neutral makeup too! Thanks again!!! XOXOXOXO!!!!
Oh, and did I mention, Great Tutorial! I really am aging.
We all are–but we need to do it in the best way!!! XOXOXOXO!!!!
OMG Comedy, Learning, Makeup, Fashion all in one. You are the best! Could you please give a list of the products. I took notes but I would love to have a list. SEE YOU SOON ON HERE! You look so thin!
Hi Margaret! I’ve listed all the products on the video. Underneath the video on YouTube is a description, if you click “see more”, I’ve listed the products and their websites!!! Hope this helps because those products are great!!! Thank you!!!
“Anti-aging” makes me livid. And Maybelline’s “Age Rewind?” WHY would I want to go backward, not forward? I survived cancer and a very punishing cancer treatment 10 years ago and I love every birthday. Aging has brought so much confidence and less worry to me. I really treasure the moments and can see so much more clearly what is important to me and what is not. Aging should be celebrated!
Thank you J!!! I’m beyond happy that you are now well and celebrating!! You are the voice of reason on celebrating aging!!!! XOXOXOXOX
It is interesting the perceptions that people have, I wear Chanel eye products (eye shadow, eyeliner etc), because it is fantastic quality, lasts forever, and looks great. I spend some SERIOUS money on it as well (last eyeshadow I bought was $68AUD for a single colour). The number of people who have told me that Chanel cosmetics are for “little old ladies”! I am almost 40 I might add so I would have thought that I was smack in the middle of Chanel’s demographics, but apparently not how it is viewed to the everyman.
Q! That is a great story of Chanel being cosmetics for little old ladies. One of the best eyeshadow duos I ever had was Chanel. I used to shop at B.Altman in NYC when I was single and I had a lot of Chanel makeup. This one eyeshadow duo was fabulous and I used every single bit of it up. I never thought it was for old ladies. In fact, back then, I was so naive that I didn’t even think of any particular age group!!! Times sure have changed!!!! XOXOXOXO!!!!
Definitely thumbs up on your video!
Thank you Donna!!!!!! Thank you so much!! XOXOXOXO!!!!
I just finished reading “Forever Chic” by Tish Jett, and it’s a fascinating look at how Frenchwomen get their look – focusing on ‘women of a certain age’ – I really enjoyed it.
I have always wondered if – even if I could easily afford it – I would buy $220+ cosmetics or skin care. I’m not convinced that I would.
Hi Bridget. I’ve heard of Trish Jett and the book could prove to be an interesting read for me!! Thank you for the heads up. Nah. If I could afford that number on a cream, I would rather spend it going to get a full-on facial or a good night’s sleep!!!! XOXOXOXOXO!!!!
I am happy to have found another “The Ordinary” fan. I also use some of their products everyday. I’ll have to admit that if it wasn’t for my oldest daughter, I would not know about this gem of a company. Best deal out there for what they do.
Hi Terri! Exactly!! The pricepoint is incredibly low for such higher quality cosmetics and skin care items. I LOVE their serums, foundations and primers!!!! XOXOXOXO!!!!
I just feel sad when I read that this old chestnut keeps popping up. You would think, someone – surely SOME ONE in these companies was smart enough to clock older women rule the wallets with most disposable income. I have a sneaking fondness for Cara as my daughter is a dead ringer for her – but I will NOT be buying a product advertised on young skin. I mean for heavens sake young skin should be looking good generally – if you want to prove you have something worth selling, use an older woman – an older woman with good skin is MUCH more interesting, she has lived, her skin has accrued years of lifestyle and she generally has a more interesting face, so good skin with some wrinkles and movement. Nothing against Cara D but slapping fancy products on a young creature so genetically blessed means nothing – show the skin product on our demographic or older, then I’m interested. Really these companies don’t understand at all – why divide women into age groups, why not embrace all women – but older women with good skin are more likely to persuade me there is something worth spending money on
Exactly Juliet. I even read that Cara Delevingne was shocked herself. What does that say? I’m so disgusted and just generally dismayed that women of a certain age are just put out to pasture. The cosmetics companies are delusional–as are women who buy into their crap!!! XOXOXOXOX!!!!
My first thought upon hearing of Cara’s being named the new face of Dior’s mature skincare line was “clearly the stuff isn’t very effective if they’re using a 25 year old.”!! And after laughing, I reflected upon how sad it was: that our demographic is once again being both pandered to, and ignored, and that 25 year olds might think they need this stuff. Mind boggling.
Luckily, there are great skincare options in the drug store aisles, and at much more reasonable prices. The high price tag on Dior pays for the glossy ads, packaging, and Ms. Delevigne’s contract. The actual contents aren’t necessarily miraculous. ; )
Love your video!!
Beverley–Right??? I find the drugstore skincare, along with less expensive on line companies, are fantastic. I’m beginning to thing the older women who like this crap from Dior and other luxe brands are strictly trying to impress with buying brand names. I can’t stop thinking that. I refuse to purchase from a company that has clearly no interest in my age demographic!!!
Check out ‘Boom’ by Cindy Joseph products. Her company specializes in natural, healthy make up for mature ladies. Several years ago she stopped coloring her hair and using extensions and goes all natural (gorgeous silver hair.) I love the concept of her company (embracing aging rather than fighting/covering/surgically correcting it) and the make up is not bad either. It’s a very simple line, but at 50+ I don’t want to spend an hour getting ready every morning. I want to enjoy life!
Hi L. You know, about seven months ago, I reached out to her–or rather her “people”. I wanted to include her in a blog post. Now–she pontificates about being a “small company” and a proponent of women over a certain age. Nobody got back to me. I would have even appreciated a “Cindy doesn’t do that” but nothing. Therefore, I have and want nothing to do with her products. If a company cannot even get back to me regardless then they are not really the kind of company I thought they would be. I have no regard for her company. That’s the way I roll!!! XOXOXOXOXO!!!!
I actually looked at the “Cindy” stuff and to be honest I thought she didn’t really understand the concept of makeup for the older woman. Other products work better and look nicer.
Oh, that’s a bummer. On second thought, you may not like her cosmetics line as it’s a very limited line (just a few products), but it works well for me.
After watching a Netflix special on Iris Apfel last night, I’ve decided I want to be just like her when I grow up. At 53, I should be grown up already but…
The skin care market is insane. My grandmother taught me you just need to wash, tone, and moisturize your fact and you’ll be fine. Every once in awhile I splurge on some fancier stuff for the hell of it, but in my opinion you can never go wrong with Dove soap, Neutrogena alcohol-free toner, and Cetaphil lotion. 🙂
Hi Cynthia! Old School Baby!! I still use Dove and my mother swore by Pond’s cold cream!!!! OXOXOXOXOXO!!!!
Yes my grandmother used the Pond’s, too. And she also put Vaseline on her face every night as a moisturizer…I never understood how she could stand that, but hey, who am I to argue?!
Good afternoon Catherine, just after midday here. I am sharing a link for you and any of your follows might be interested in reading.
The Sunday newspaper has different supplements every week. One of those is called Body + Soul, features articles about, beauty, health, fitness etc. When I saw the cover this morning it had you all over it.
Titled : Is the era of anti-ageing over? The benefits of growing older
http://www.adelaidenow.com.au/lifestyle/health/body-soul-daily/is-the-era-of-antiageing-over-the-benefits-of-growing-older/news-story/c52a521f575b08fdb1ee1070afbd814c
I think you will like it 🙂
I also read a newspaper supplement yesterday which talked about how companies are gradually changing and realizing that older women have more disposable income and they should harness more of that demographic by using older models. I have read articles like this several times now, but then you open a glossy magazine or see an ad on TV (and we’re about to be hit by the fragrance ads for xmas) and it’s the same young model again…I feel they are just paying us lip service. At this rate it’ll take a decade or more to see any significant change.
Thanks for the rillettes video btw, love the way you say ‘shallots’. xxxx
Bravo, loved loved loved this article.
I am 36, and I remember buying into the Chanel perfume advert with Keira knightly. Then I partnered with a company ( skin care & beauty) who don’t pay for advertising but use the money for to make a good affordable product.
Not only did I get an education on big names on the high street but I realised allot of the products that claim to have ant ageing benefits were actually filled with fillers and the money used to plug a big name celeb.
You look fab by the way.
x
Hi KJelly! Thank you so much–and I’m so happy you enjoyed this post. Chanel really needs to up their game. Even Kiera Knightly is too old for Chanel these days!! LOL. That’s why I love The Ordinary. No advertising. Word of mouth is their sponsor. And Deciem makes a stellar product at a low-end price. I have no use for any company that uses a big-name celebrity anymore because of what you wrote. The big bucks are going to the celebrity!!!! Thank you again!!! OXOXOXOXO!!!!
Salut! I have just subscribed to your YouTube channel. I’m so impressed with your videos. As for anti-aging crap, don’t get me started. We all age from the minute we are born. People need to accept this, in my opinion. I have friends that are no longer with us. They would have been delighted to have had the opportunity to AGE. Have you come across ‘Look Fabulous Forever’ , a range of make up products produced by a 68 grandmother who also writes a fab blog. It’s based in th UK but definitely worth a look. Xoxo
This is a very enlighting post! Thank u