How to embrace mature beauty in 2015 :: Beauty tips

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Of all the doors starting to open in the beauty industry (whether willingly or forcefully), the pro-ageing movement is arguably the most empowering. Ageing is, after all, inevitable.

And it’s no secret that ‘ageing’ – not least the physical signs of it – has had negative connotations throughout our lifetime. As soon as we’ve had an awareness of self-image, we’ve been taught through Hollywood movies, fairy tales and advertising campaigns that ageing is unattractive, undesirable, and to be avoided at all costs (pun intended).

Youth is beauty … or at least it was.

Because in the wake of loud-and-proud new age feminism – and the raw craving for diversity and representation of real people that comes with it – it’s no surprise that women won’t stand for ‘anti-ageing’ anymore. We want to look good, yes, but look 21? No. For modern women, it’s about looking our best, whatever our age. Driving this point home, according to a recent survey* only 30% of British women said they want to look younger. 68% said they just wanted greater radiance, and 78% said it was important that they look natural.

But has the beauty industry finally caught on and starting ditching the unrealistic idolisation of youth? It seems so. Note how the biggest skincare launches of 2014 have been ‘blur creams’, ‘perfecting lotions’ and ‘smart serums’? The very essence of language in beauty advertising is evolving in the movement to embrace mature beauty, as ‘anti-wrinkle’ and ‘anti-ageing’ become increasingly tiresome and out-dated.

Likewise, grey hair has been a massive trend of late, and we’re not just talking about our favourite all-time icons like Jamie Lee Curtis and Judi Dench embracing their pearly hues, but younger celebs opting to rock the bullet-grey look – Kelly Osbourne, Ellie Goulding and Rihanna to name a few. Keeping in mind that greying hair has long been regarded one of the most obvious and so-called shameful signs of ageing for women, doesn’t this trend demonstrate just how great the pro-ageing shift is? (Men, on the other hand, instantly get upgraded to Silver Fox status.)

Though it’s not just subtle re-wording of product names and unique hair trends that portrays the extent to which the industry is embracing mature beauty, but slap-you-in-the-face, full-on, hard-to-miss campaigns. In 2014 alone, we’ve seen Brooke Shields (49) for MAC, Helen Mirren (69) for L’Oreal Paris, Jessica Lange (65) for Marc Jacobs, and Charlotte Rampling (68) for NARS. Now that’s pretty inspiring stuff!

Of the Charlotte Rampling Audacious Beauty campaign, founder and creative director Francois Nars said of his muse, ‘I love her as an actress and respect what she’s done in her life, which makes her even more beautiful…I don’t put an age limit on beauty. I don’t care if they are 20 or 68. I wanted to show the world that you don’t have to be young to be a beautiful campaign face/model.’

And we adore this – isn’t it about time women are recognised for their achievements, aspirations and attitudes rather than their age-defying abilities? We think so.

Considering that the demographic of women aged 35+ is rapidly growing (in just 25 years the median UK age has risen from approximately 35 to 40) it’s surprising that it’s taken this long to place value on mature beauty with realistic, inspiring role models. And the fact that the beauty market for women in the 50+ age bracket alone is estimated to be worth £2bn a year makes it even more so.

If last year was the birth of the pro-ageing movement, let’s hope 2015 is the boom - we’ve already got 54-year-old Tilda Swinton’s Nars SS15 campaign to look forward too, as well as age-friendly beauty trends such as soft blush, nude nails and low pony tails to work in 2015. This year, forget worrying about turning back time, and instead learn to love your lines, and aim to look as fabulous as you feel. Take inspiration from the dazzling, talented, and timeless Dame Helen Mirren, who of her recent L’Oreal campaign said ‘I am not gorgeous, I never was, but I was always OK-looking and I’m keen to stay that way…I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!’ Amen!

* Ageless Debate, conducted by Hearst, 2014