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Brief Published: 25 Sep 2018

Celebrating Ageing: Neal’s Yard Remedies Campaign

The idea of ‘ageing well’ is starting to shape marketing messages within the beauty industry, following US publication Allure Magazine’s ban on the term ‘anti-ageing’ in August 2017. The negative connotations of this natural process are being rejected by consumers, and smart brands – like Neal’s Yard Remedies – are championing this movement with inclusive campaigns.

Neal’s Yard Remedies has launched a new campaign – Age Well Revolution – in a bid to change the way ageing is portrayed in society. The ethical British beauty brand collaborated with six British women over the age of 40, who embody the core value of self-love. The brand hopes to spark a conversation between older and younger consumers about ageing gracefully through the messages shared by the campaign stars.

The beauty industry and the wider media often misrepresent 40+ women, which can lead to untrue and disheartening expectations among younger consumers. Fifty eight per cent of British consumers aged 18-35 believe that they will become less attractive as they get older (Royal Society for Public Health, 2018) – offering brands an opportunity to change the conversation with campaigns such as this.

Other beauty brands have also adopted this engagement strategy. In September 2018, cult UK colour cosmetics company Revolution promoted its new Conceal & Define Full Coverage Foundation launch with untouched images of people aged 20 to 90.

About 70% of women in their 40s and 50s in the UK feel they are largely ignored by mainstream media (Neal’s Yard Remedies, 2018). We predict more brands will move away from the outdated stigma of old age, as consumers are becoming uninspired by brands that poorly represent them.

For deeper insights into consumer attitudes towards ageist marketing language, see Gen X: Beauty’s Untapped Demographic, Mature Beauty: Entering a New Age and Boomer Beauty