While Insta-models and Facetune may be ruining the confidence of millennials, new research has shown that the likes of Helen Mirren and Meryl Streep – both actresses who embrace their age – are helping women feel more confident in their forties and beyond.
UK retailer Superdrug released the results of its second #LifePlus report, the findings of which revealed that 80 per cent of women aged 65-69 are more confident than they were in their twenties; and that 54 per cent of women feel more “fearless” in their forties and beyond, as opposed to in their twenties.
Additionally, only 16 per cent of over-40s were worried about their hair turning grey; 28 per cent were worried about getting wrinkles; and only 19 per cent feared not being attractive anymore. What was far more concerning for respondents was health issues, with 56 per cent revealing they were worried about losing their memory.
Speaking on the findings with Cosmetics Business, Superdrug director of customer and people Jo Mackie said that while “It may come as surprising that in the age of selfies and social media our customers’ concerns about ageing are more focused on health and cognitive decline than they are on losing their looks, the survey results show that customers are embracing positive ageing.”
Mackie adds that this is “something that’s reinforced by the fact [Superdrug] don’t use the term 'anti-ageing' in our own-brand ranges.”
Ageless beauty is being embraced by brands at a rapid rate, with beauty giants like CoverGirl and Lancôme choosing Maye Musk and 66-year-old Isabella Rossellini to front campaigns.
