Ageing gracefully: Women over 60 more confident than in their twenties

By Sarah Parsons | Published: 9-Oct-2018
Marketing

From Meryl Streep to Diane Keaton, the growing number of celebrities over 60 embracing their age is shaping how consumers feel about their forties and beyond

You need to be a subscriber to read this article.
Click here to find out more.

While older women and models have long been kept out of the spotlight in marketing campaigns and beauty editorials, the growing number of celebrities embracing their age is having a knock-on effect on consumers.

New figures from Superdrug suggest that actresses, such as Helen Mirren and Meryl Streep (pictured), are helping women feel confident in their forties and beyond.

The retailer's second #LifePlus report revealed that 80% of women aged 65-69 are more

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • A S Watson
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Retail

Rethinking value: How Superdrug became beauty's retailer of the people

Read more
How the UK beauty retailer’s strategy for supporting shoppers during the cost of living crisis – from price cuts to tackling societal issues – has boosted business

Trending Articles

  1. Cosmetics Business reveals the top 5 male grooming trends of 2024 in new report From the #looksmaxxing phenomenon and its impact on Alpha boys, to the rise of whole body deodorants, male grooming trends are evolving fast
  2. Why Dove is responding to the ‘Sephora kids’ phenomenon Actress Drew Barrymore is among those backing Dove’s recently launched #TheFaceof10 campaign
  3. Pure Beauty Global Awards 2024 finalists announced! The Pure Beauty editorial team has announced the best in the industry, now it is up to the expert judging panel to decide the winners
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    AI influencers are disrupting beauty, but Dove takes a stance against the tech in its ads The Unilever brand has taken a stance against using generative AI in its adverts, stating the technology is one of the “biggest threats” to championing real beauty
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    Exclusive: Inside The Organic Pharmacy's big rebrand The British beauty company is refreshing its branding, streamlining its portfolio and undergoing a price reset to reclaim its position in the organic market

Upcoming event

CCE Safety Assessment Module 3, Toxicology 2

23 April 2024 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Retail

Rethinking value: How Superdrug became beauty's retailer of the people

How the UK beauty retailer’s strategy for supporting shoppers during the cost of living crisis – from price cuts to tackling societal issues – has boosted business
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Superdrug launches competition to help aspiring MUAs break into the industry

Winners of the Search for Studio Stars competition will get to work on the seasonal campaigns for the retailer’s own brand make-up range Studio London
Skin Care

Superdrug signs deals expert Chloe Carmichael as cost of living ambassador

The money saving expert will help shoppers spot the best promotions at the UK beauty retailer as part of its ongoing cost of living campaign
Retail

Superdrug partners with Love Island’s Georgia Harrison on sexual consent campaign

‘You Before Yes’ aims to educate young people on consent after 36% said they have 'gone along with sex' even though they did not want to
Retail

Florence By Mills and CeraVe crowned 2022’s hottest beauty brands

The Gen Z and dermatologist-approved beauty brands have reached peak popularity, dominating Google and Instagram searches over the past 12 months
You need to be a subscriber to read this article.
Click here to find out more.
Marketing

Luxury beauty's secret weapon to survive the cost of living crisis

Prestige retailers including Harrods and Cult Beauty are adapting loyalty programmes to value-added rewards models in a bid to boost customer retention as recession threats, but is it enough?
Marketing

Superdrug and P&G team up to bring smiles back to children with cleft palates

The retailer and brand owner will donate 10p for every Oral-B product sold to provide children with essential surgery and care in partnership with Operation Smile
Subscribe now