For some reason, women "of a certain age" remain an enigma in the beauty industry, where chasing youth remains the focus of most brands. Gen X has begun to make some progress redefining what aging looks like. However, millennials are entering this stage of their lives, so watch out as the "Glossier" generation begins to push the envelope on the topic.
Avon charged its team of scientists and experts to discover what it really means to age in 2022.
Avon conducted a global study of 7,000 women across seven countries and three continents for a new report called “The Power in Aging” that reveals turning 40 brings a freeing sense of relief, self-assurance, and self-contentment.
Angela Cretu, Avon CEO, comments, "We've been reclaiming our power and taking control over the narrative of aging and making it fit with who we really are and how we really feel. Now, more than ever, what it means to be 40 and over is changing, and we're finding the confidence we need to harness our power. And if you ask me, it's about time."
Louise Scott, Avon Chief Scientific Officer, explains how the beauty industry is responding to this shift: "The terminology our industry uses to speak to women about their skin needs to evolve from 'anti-aging' to 'authentic-aging.' Our ambition at Avon is to give every woman of every age the opportunity to have the best, healthiest skin she can have, without having to spend their hard-earned income on expensive products or cosmetic treatments."
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