{"id":694,"date":"2025-02-22T21:18:00","date_gmt":"2025-02-22T21:18:00","guid":{"rendered":"https:\/\/jummydefila.com\/?p=694"},"modified":"2025-11-15T21:45:54","modified_gmt":"2025-11-15T21:45:54","slug":"its-time-for-beauty-fashion-brands-to-stop-ignoring-40-women","status":"publish","type":"post","link":"https:\/\/jummydefila.com\/?p=694","title":{"rendered":"It\u2019s Time For Beauty & Fashion Brands To Stop Ignoring 40+ Women"},"content":{"rendered":"\n

I\u2019ve been thinking about this a lot lately. Maybe because it\u2019s been six or seven years since I was deep in the beauty industry, but my passion for beauty writing hasn\u2019t faded or maybe it\u2019s just how obvious it\u2019s become, but I can\u2019t help but notice how much the older generations are still being left out of beauty and fashion conversations.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

The industry\u2019s obsession with youth is no secret. We constantly see Gen Z stars on PR gifting lists, flown out for influencer trips, fronting ads, and filling our social feeds with branded UGC.<\/p>\n\n\n\n

Don\u2019t get me wrong, I love seeing the creativity and energy that Gen Z brings to beauty and fashion. But what about the women who\u2019ve been here, doing this, and still<\/em> loving it?<\/p>\n\n\n\n

It\u2019s the glaring omission of older generations that feels like a major misstep especially when the women who are 40+, 50+, 60+ who not only have the spending power (because, let\u2019s be honest, they do) but also the beauty wisdom that can only come from years of living, learning, and loving themselves a little more deeply every day?<\/p>\n\n\n\n

It feels like brands are missing something huge.<\/p>\n\n\n\n

Where Are All the Age-Inclusive Campaigns?<\/h3>\n\n\n\n

We need to talk about the lack of representation of mature skin in beauty campaigns. Where are the ads celebrating laugh lines, fine lines, and the richness of skin texture that comes with age? These women aren\u2019t just potential customers, they\u2019re the original beauty influencers.<\/p>\n\n\n\n

Imagine beauty campaigns that go beyond the airbrushed glow of youth and highlight the authentic beauty of mature skin. We need to see skincare and makeup brands embracing older women, showcasing how products actually perform on skin that isn\u2019t 20-something, and leaning into the stories, wisdom, and confidence these women exude.<\/p>\n\n\n\n

We\u2019ve seen it all before: the fresh-faced 20-something in the dewy skin ad, the Gen Z creator on a lavish influencer trip, the UGC (user-generated content) reels from young influencers opening endless PR boxes. It\u2019s the same cycle over and over.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

But did we forget that women over 40 are still showing up, still experimenting with beauty, still loving fashion, and still<\/em> spending. In fact, they\u2019re spending more than any other generation. Boomers are currently the wealthiest generation globally, and Millennials (many now in their 40s) aren\u2019t far behind.<\/p>\n\n\n\n

And yet, they\u2019re often invisible in beauty and fashion spaces.<\/p>\n\n\n\n

I\u2019m not talking about the occasional token \u201cmature\u201d model in an ad. I\u2019m talking about real inclusion where mature skin, texture, and body types aren\u2019t hidden or \u201ccorrected\u201d but celebrated. Where campaigns don\u2019t just sprinkle in one older woman but build whole stories around them.<\/p>\n\n\n\n

Because honestly, these women hold all the beauty secrets. (Seriously, this isn\u2019t just me saying that research backs it up. Women over 40 often have the most product knowledge and the deepest brand loyalty.) They\u2019ve seen beauty trends come and go, they know what works, and they\u2019ve honed their routines to perfection. That\u2019s the kind of wisdom worth spotlighting.<\/p>\n\n\n\n

Fashion Doesn\u2019t Expire at 40<\/h3>\n\n\n\n

And when it comes to fashion? Don\u2019t even get me started.<\/p>\n\n\n\n

People don\u2019t stop being stylish because they age, but the industry often seems to think so based on most fashion campaigns. Like once you hit 40, you\u2019re supposed to fade into the background, both literally and figuratively. We\u2019re all living longer and looking younger, so naturally, our fashion tastes evolve, but they don\u2019t vanish.<\/p>\n\n\n\n

I recently saw a LinkedIn post that stuck with me: Fashion should be about self-expression at any age, not confined by outdated notions of what\u2019s \u201cage-appropriate.\u201d<\/p>\n\n\n\n

Women in their 40s, 50s, and beyond are living boldly, dressing expressively, and embracing maximalism just as much as the younger crowd sometimes even more. Fashion is, and always should be, about self-expression at any<\/em> age.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

I want to see campaigns that reflect that. Imagine an ad where a group of stylish, 40+ women are strutting down the street in vibrant prints, oversized sunglasses, bold jewelry laughing, grabbing coffee, heading to a boardroom meeting in killer heels. No beige cardigans in sight just bold fashion moments that prove style has zero age limit.<\/p>\n\n\n\n

I can already see it and it looks so<\/em> good.<\/p>\n\n\n\n

The Untapped Power of Mature Shoppers in Beauty & Fashion<\/h4>\n\n\n\n

Spending Power by Generation (2024 Data):<\/strong><\/h4>\n\n\n\n
    \n
  • Baby Boomers (ages 60-78):<\/strong>
    Hold 53% of the world\u2019s wealth<\/em>
    Account for over 50% of luxury spending<\/em><\/li>\n\n\n\n
  • Gen X (ages 44-59):<\/strong>
    Spend 33% more on beauty than Millennials<\/em>
    Known for strong brand loyalty and premium purchases<\/em><\/li>\n\n\n\n
  • Millennials (ages 28-43):<\/strong>
    Dominate online shopping but spend less on high-end beauty\/fashion<\/em>
    Primary drivers of social media trends<\/em><\/li>\n\n\n\n
  • Gen Z (ages 12-27):<\/strong>
    Lowest overall spending power<\/em>
    Most represented in beauty & fashion campaigns<\/em><\/li>\n<\/ul>\n\n\n\n

    The Beauty Wisdom of Women 40+<\/strong><\/h4>\n\n\n\n

    \u201cMature women have the deepest beauty knowledge, rooted in decades of experience with products, trends, and personal care.\u201d<\/em><\/p>\n\n\n\n

      \n
    • 72%<\/strong>\u00a0of women over 40 say they feel more confident in their beauty routines than ever before.<\/li>\n\n\n\n
    • 68%<\/strong>\u00a0value quality over trends, investing in skincare, makeup, and haircare that truly works.<\/li>\n\n\n\n
    • 85%<\/strong>\u00a0believe the beauty industry overlooks their needs in favor of younger consumers.<\/li>\n<\/ul>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Campaigns I\u2019d Love to See from Beauty & Fashion Brands in 2025<\/h4>\n\n\n\n

      So, what would real age inclusivity look like in beauty and fashion? Here are some campaigns I\u2019d love to see brands actually do, ones rooted in self-expression, individuality, and authentic storytelling:<\/p>\n\n\n\n

      FOR BEAUTY:<\/strong><\/h4>\n\n\n\n
        \n
      • Multi-Generational PR Gifting:<\/strong>\u00a0
        Why not send PR packages to mother-daughter duos or friends spanning generations? Let\u2019s see skincare routines and makeup tips that blend generational wisdom with modern trends. Could be a campaign where women across three or four generations grandmothers, mothers, daughters, even great-grandmothers share their beauty routines, wisdom, and how their relationship with beauty has evolved. It\u2019s not about age, but about legacy, culture, and personal rituals.<\/li>\n\n\n\n
      • Creator-Led Campaigns:<\/strong>\u00a0Let mature beauty creators lead the narrative. Give them full creative control to design campaigns that speak to their experiences whether that\u2019s embracing grey hair, celebrating skin texture, or challenging beauty norms around aging.<\/li>\n\n\n\n
      • Texture-Focused Campaigns:<\/strong>\u00a0Skin texture is often edited out in beauty ads, but I want to see campaigns that zoom in on it pores, fine lines, freckles, all of it. Let\u2019s normalize skin that looks like skin, at every age.<\/li>\n\n\n\n
      • Inclusive Influencer Trips<\/strong>: Paid influencer trips shouldn\u2019t be exclusive to the 20-something crowd. Imagine trips that include mature creators who bring a wealth of knowledge and a fresh perspective.<\/li>\n\n\n\n
      • Beauty as Empowerment:<\/strong>\u00a0A series where older women talk about how beauty has empowered them through different life stages motherhood, career changes, health journeys, and self-rediscovery. These aren\u2019t just beauty ads; they\u2019re human stories.<\/li>\n<\/ul>\n\n\n\n

        FOR FASHION:<\/strong><\/h4>\n\n\n\n
          \n
        • Style Has No Expiration Date:<\/strong>\u00a0A campaign that features 40+, 50+, and 60+ women who embody bold, expressive fashion. Not in a \u201clook how cool she is\u00a0for her age<\/em>\u201d way, but simply because they have great style. Think maximalists, minimalists, and avant-garde lovers showcasing the full spectrum of personal expression.<\/li>\n\n\n\n
        • Individual-Led Fashion Edits:<\/strong>\u00a0Instead of the usual influencer edits, have older fashion enthusiasts curate collections for major brands. Imagine a 55-year-old maximalist creating a capsule wardrobe filled with bold prints and statement pieces or a minimalist curating clean lines and neutral palettes. Real people, real style.<\/li>\n\n\n\n
        • Reclaiming \u201cPower Dressing\u201d:<\/strong>\u00a0A campaign showing older women in powerful, expressive outfits in spaces where they\u2019re often overlooked, boardrooms, tech start-ups, creative studios. Fashion that says, \u201cI\u2019m here, I\u2019m in charge, and I look damn good.\u201d<\/li>\n\n\n\n
        • Intergenerational Runways<\/strong>: Fashion shows where models of all ages walk the runway together, styled in cohesive yet personal looks, showcasing that style transcends age.<\/li>\n\n\n\n
        • The Unfiltered Street Style Series:<\/strong>\u00a0A documentary-style campaign that follows stylish older women in their natural habitats coffee runs, nights out. No filters, no scripts, just real fashion moments.<\/li>\n<\/ul>\n\n\n\n
          \"\"<\/figure>\n\n\n\n

          It\u2019s Time to Wake Up and Smell the Opportunity<\/h4>\n\n\n\n

          Brands love to talk about diversity and inclusion, but age often gets left out of the conversation. And honestly, that\u2019s a huge missed opportunity not just ethically, but financially.<\/p>\n\n\n\n

          Boomers<\/strong>, Gen X<\/strong> & Millenials<\/strong> are currently the world\u2019s wealthiest generation by far. Yet, brands remain obsessed with selling to the youth, ignoring the demographic that\u2019s most likely to spend. The older generations have the most spending power, the deepest brand loyalty, and the richest stories to tell. Why wouldn\u2019t brands want to tap into that?<\/p>\n\n\n\n

          Fashion and beauty aren\u2019t just for the young. They never were. It\u2019s time we start celebrating style, self-expression, and beauty at every<\/em> age not just the ones that fit a certain narrative.<\/p>\n\n\n\n

          I don\u2019t know about you, but I\u2019m ready to see it happen.<\/p>\n\n\n\n

          \"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

          I\u2019ve been thinking about this a lot lately. Maybe because it\u2019s been six or seven years since I was deep in the beauty industry, but my passion for beauty writing hasn\u2019t faded or maybe it\u2019s just how obvious it\u2019s become, but I can\u2019t help but notice how much the older generations are still being left out of beauty and fashion conversations. The industry\u2019s obsession with youth is no secret. We constantly see Gen Z stars on PR gifting lists, flown out for influencer trips, fronting ads, and filling our social feeds with branded UGC. Don\u2019t get me wrong, I love seeing the creativity and energy that Gen Z brings to beauty and fashion. But what about the women who\u2019ve been here, doing this, and still loving it? It\u2019s the glaring omission of older generations that feels like a major misstep especially when the women who are 40+, 50+, 60+ who not only have the spending power (because, let\u2019s be honest, they do) but also the beauty wisdom that can only come from years of living, learning, and loving themselves a little more deeply every day? It feels like brands are missing something huge. Where Are All the Age-Inclusive Campaigns? We need to …<\/p>\n","protected":false},"author":2,"featured_media":711,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,3,20,21],"tags":[37,32,40,60],"class_list":["post-694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty","category-blog","category-content-strategy","category-fashion","tag-beauty","tag-blog","tag-content-strategy","tag-fashion"],"acf":[],"_links":{"self":[{"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/posts\/694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/jummydefila.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=694"}],"version-history":[{"count":2,"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/posts\/694\/revisions"}],"predecessor-version":[{"id":704,"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/posts\/694\/revisions\/704"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jummydefila.com\/index.php?rest_route=\/wp\/v2\/media\/711"}],"wp:attachment":[{"href":"https:\/\/jummydefila.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jummydefila.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jummydefila.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}