New data shows 75% of women feel younger on the inside
Champions of Age Without Apology, Willowberry skincare’s new beauty campaign brings the energy to age. Using models in their 40s to 60s, Willowberry has bought the same energy usually shown with younger models in beauty campaigns; fun, cheeky, energetic.
“We want to push the boundaries of age representation in beauty,” explains Jenni Retourné, Founder of Willowberry. “Not only do we want to show all ages in beauty, we want to take it a step further and show the energy of age in beauty imagery. We don’t want our campaigns to be about ‘anti-ageing’, we want to show that beauty is an attitude and doesn’t have a best-before date.”
One of Willowberry’s aims of the campaign is to help women see that getting older isn’t something to be afraid of, by showing a different version of what age really looks – and feels – like in 2023.
New survey reveals how women feel about themselves with age – inside and out
A new survey by Willowberry of over 1,000 women aged 40-64 reveals a mixture of positive sentiment about how they feel in themselves with age, contrasting with negative sentiment when it comes to their appearance.
Supporting the notion that age is an energy, 75% of women said they feel younger than their age on the inside. 61% feel better or the same about themselves now than when they were in their 20s, 60% feel more confident than when they were in their 20s and 70% most enjoy having more wisdom and experience; all showing that age isn’t something to be feared.
In contrast, when it comes to appearance, 67% of women feel they don’t look as good as when they were in their 20s and 75% feel less visible or invisible compared to when they were younger. A massive 87% feel that midlife skin in beauty imagery is often either unrealistic, with little skin texture/wrinkles visible, or often not represented at all.
This compounds Willowberry’s desire to rewrite the age narrative in beauty to be about getting your best skin, rather than youth being portrayed as the (unattainable) beauty goal in society and skewing women’s demands on themselves of how they feel they should look as they get older.
As a survey participant said, “You owe it to yourself to NOT be invisible. I’m ‘20 year old me’ on the inside and ‘60 year old me’ on the outside and proud of every line, wrinkle and blemish.”
Willowberry wants women – young and old – to know that getting older and looking older isn’t something to be feared. Willowberry wants to show the good things that come with age and encourage a different mindset. Age is an energy! Getting older in 2023 is very different to 50 years ago. As a survey participant so eloquently sums it up, “If we age well, we can inspire the next generation of women”.
For more information visit www.willowberry.co.uk