Avon is challenging perceptions of ageing with the launch of its new podcast, showcasing the stories of influential women aged over 40.
The Power in Ageing podcast sees host and Marie Claire Editor-in-Chief Andrea Thompson talk to five guests about their experiences of ageing and changing attitudes to beauty, as well as a variety of different topics.
They include influencer and campaigner MotherPukka - real name Anna Whitehouse – who discusses her campaigning for flexible working and the fight for gender equality.
Olympian Michelle Griffith-Robinson talks empowering women through her coaching work. Photo credit: Jenny Smith Photography
Author and journalist Poorna Bell, meanwhile, shares her experiences with grief, mental health and racial discrimination, while Olympian Michelle Griffith-Robinson talks about helping women through her work as a life coach and personal trainer, and navigating the perimenopause.
Ntsiki Byela is South Africa's first black female wine entrepreneur
Also featuring is Ntsiki Byela, South Africa’s first black female wine-maker, who discusses how she overcame prejudice, and Avon Representative Katie Joynson, who talks about finding a fulfilling new career at 50 years old.
The podcast follows Avon’s discovery that more than half of women (67%) feel more confident as they age, furthering its efforts to encourage consumers and the beauty industry to embrace a more positive attitude to ageing.
More on beauty's fight against ageism:
- Beauty's growing pro-age movement
- Maxey Cosmetics unveils positive ageing campaign starring women in their 40s
- Sarah Jessica Parker talks the benefits of ageing with RoC Skincare
“The meaning of being 40 and beyond is changing, and many women are finding the confidence to choose what we want in life,” said Angela Cretu, Avon CEO.
“By sharing inspirational stories, we hope to encourage and lift up other women as they harness their own power and embrace getting older.”
Part of beauty’s growing pro-ageing movement, Avon’s podcast follows fellow Natura-owned brand The Body Shop’s decision to rebrand its hero Drops of Youth skin care range to Edelweiss in an effort to be more inclusive, in what the brand described as a “huge commercial risk”.
Avon’s own Anew Renewal Power Serum (£22) is a further example of beauty launches that are ditching the anti-ageing label to present a more positive outlook on growing older.
The Power in Ageing podcast series is available now via Spotify, Amazon Music and Apple Podcasts.
