I’ve noticed rumblings in recent times that older women are feeling left out or sidelined by the beauty industry, despite having money to spend. These are women who are in their late 30’s and up. I actually do feel that way as well. When I hit my 30’s and now in my 40’s I might as well have one foot in the grave and walk out without a scrap of makeup, and clad in a burlap sack, as far as the fashion and beauty scene is concerned, because that seems to be the perception.
But we know that isn’t true is it? I love my skincare, and I still love my blush and my lipstick and foundations. I love my makeup and I love my beauty. But the industry doesn’t love me back does it?
Instead, it targets new launches at the young. Anti-aging serums and creams bear the faces of 20-somethings, and are promoted by young girls who don’t need them yet, and who won’t use them. Lipstick caters for their preferences – matte for now, or metallic – leaving those of us who prefer cream or satin textures a little out in the cold.
Yet, I understand the push to market to the young. They are at an impressionable age and ready to experiment, and may not yet know what they want. Also, when you’re young, there is a desire to fit in and maybe to embrace a trend. By the time you reach my age, you’d (hopefully) have more or less figured out what you like, and are more secure and more confident in your choices. I’m told women in their late 30’s and up are less likely to experiment very widely, which is why beauty marketing targets the younger crowd and uses faces the young can relate to.
So, what is a 40-something blogger or consumer to do?
You know, I could sit here and moan about this all day. But it’s not going to change anything, because the industry is such. The beauty and fashion industry, as much as I hate to say this, is very superficial. I never knew till I stood on the fringes and peered into the abyss. Even relationships, barring the odd handful, are superficial, premised upon leverage. What can you do for me? That’s whats at the forefront of people’s minds on both sides of the divide.
As a significantly older blogger, with my age contemporaries being beauty editors of magazines, as opposed to younger bloggers, I do notice that I’m often treated rather differently, or maybe in a more confused fashion. Sometimes, people aren’t sure if I should be treated like the more senior editors, due to my age, or if I should be treated as a wet-behind-the-ears blogger, due to the ‘media’ I represent LOL 😀 I’m not here to complain. I’m just telling you that this is how it is.
At one time, I felt rather slighted at being sidelined, but I’m going to tell you today, that I don’t feel it anymore. This is because I realise that even if I’m sidelined in terms of opportunities, I still have my voice, and I can still share my opinions. And I will share it, as a 40-something. Because you see, I know there are other 30 or 40-somethings who seek the same information, who may experience the same issues I do, and who might find it useful.
While we may rail and get all huffy and puffy about not having the beauty needs of our age group addressed on the surface, or being represented in ad campaigns, I’ve come to not to be too concerned about that. What is more important to me, is that there are people out there of an age group I can relate to, who are willing to call a spade a spade. What I think we need really, is to enlarge this group of people who are willing to share their experiences and opinions, because us 40-somethings need online representation too. To me, that is more important – the voice of the 40-something is as important as the face of the 40-something.
That for me, is the key. The youth of today live their lives online and aren’t afraid to share and overshare. This makes them very visible. More people then want in on the visibility, and aren’t afraid to do absurd things to get the attention. This gains traction and suddenly, the millennials seem to be everywhere, and are courted and feted and catered to by beauty brands.
The 30 and 40-somethings of today are in many ways, busy with that thing called life. They are busy raising families, building a career, dealing with commitments and doing what is now known as “adulting” (I have my beef with this term myself). Time is scarce and while they may go online to read or view what others are doing, they may not necessarily want to put themselves out there, nor have the time to. If you are in your 40’s and up, you’ll remember when there was no internet. When staying in touch meant picking up a phone to call home, or writing letters. When you did not take photos of your food because that meant using up film which costs money to process. Coming from that era, I personally find it harder to put myself out there although I confess to being an exception. There are people happy to be out there and to be ridiculous, because they enjoy it. Nothing wrong with that, but statistics show it is not the norm, and the 30-40 somethings spend less time online than the 20-somethings.
Also, by the time you hit your 40s you should have more or less figured out what you like and what suits you. You’d have noticed that you buy certain colours or that you prefer certain skincare. I believe this is why brands are less interested in women in this category. They are less impressionable and less easy to sway into a rash purchase.
Barring some, many women are now easing into their older selves, and wearing their age as a crown. The 30’s used to be the new 20’s. Now, its the 40’s. It’s cool to be 40 – you are older yes, but you are also more confident, and care less about what people think about you. Some of us anyway LOL! I personally feel this way. I don’t care what people think anymore. I do what I want, how I want it, and when I want it. I wear what I want, or nothing at all (on my face! I’m not yet ready to be arrested for public indecency LOL 😀 ). I would like to have younger skin, but I don’t want to turn back the time otherwise. I’m perfectly happy where I am, thank you very much! And I know many who feel this way too.
Many of us buy things today, that we would only dream about as youths. I think, when you are at my age and having worked all those years, this is the time you want to enjoy yourself a little. A RM500 cream is a splurge today. But it is attainable. When I was in my 20’s a RM80 Chanel lipstick was beyond me. Today, a RM120 Chanel lipstick is what I’d deem reasonable, while if I was just starting out my adult life, I wouldn’t.
I don’t think therefore, that we should be looking to the beauty industry to make a space for us, as older beauty consumers. We should make that space for ourselves, build traction and get the attention of brands, who may then realise there is a community large enough for them to pay attention to. I believe that the key is to grow the collective voice of older women because currently, we’re being overshadowed by the unicorn dust and rainbow glitter of the millennials. Buy what we want, when we want it and be confident enough not to care what people say, because hey, that’s our money we worked hard for! We should share our views with others. Pick products we like, and stay away from the ones we don’t.
There really is no need to feel apologetic for our age. I don’t feel the need to shout it out from the rooftops, but I don’t feel the need to hide my age either. Yes, I’m in my 40’s. So what? Should I not be blogging? Should I not be online? We have been around the block, and if you have always been a beauty buff, you’d have seen enough over the years, to notice the cyclical nature of trends. Why not share that sort of information and experience? I am a big campaigner of older bloggers. There just aren’t enough out there to make an impact, who are credible, without having unicorn dust in their eyes and pretending they’re 25. I feel that this is why we are eclipsed in the eyes of the beauty industry.
While I agree therefore with the views of people like Caroline Hirons or Jane Cunningham who have written and spoken out recently about the lack of representation of older women in beauty campaigns, my approach to this thorny issue of age and beauty is slightly different. I don’t feel as slighted that my age group isn’t represented in ads or visual elements. I don’t pay attention to the face of any brand, and I prefer if a brand or product focuses only on the product without attaching a face to it. My attention is product focused, and it really doesn’t matter to me which model or celebrity purports to use or endorse a product. I only just found out that Estee Lauder is using Kendall Jenner as their face for Advanced Night Repair Serum, and I read of many older women who said they refused to buy it anymore. Personally, I don’t see how it matters who endorses a product. Most brands will tell you that you should start using anti-aging products in your 20’s (I beg to differ) so is it surprising that they are using a young girl who has slavish followers, who will buy into a product because she endorses it? Few women in their 30’s or 40’s will be that influenced. When you’ve eaten enough salt (and been scammed a few times) you’ll know when to feel sceptical 😛
But I do wish that more 30, 40 or even 50-somethings would lend their voices online to the sharing and build that community (preferably without the attendant aggro). It is possible to contribute without talking down to anyone or being “blunt” as an excuse for being rude. Age isn’t an excuse to be an asshole.
For me, if a brand doesn’t sell a product I can use, I stop buying from the brand. Today, there are so many brands out there, we no longer have to depend on the giants e.g. Estee Lauder, Lancome, Clarins etc. If they won’t cater for us, we’ll just take our business elsewhere. If they realise that, they’ll know what to do. If they still want to target the millennials, then by all means let them. Perhaps, we’ve just outgrown each other.
I turn 43 tomorrow, and these are the thoughts I have on this subject. I won’t depend on the beauty industry to cater to me. I will find what I want in the labyrinth of beauty products, and I will use what I want, when I want it, and I will share my views, based on the fact that I am a 40-something woman. I think some people tend to forget this about me because it’s not something I advertise, but also not something I hide 😀 I am not 25. I’m not even 35. I’ve earned my stripes, and I will indulge in my luxury items without guilt, and without feeling apologetic.
There is space for us all on the internet. But I think whining or casting aspersions on the young, for whom an online digital life is the norm and who take more naturally to it than we do, isn’t the answer. This isn’t the case of Gen X vs Millennials. It is about Gen X not having a strong enough online presence. We should just go online, be our 30, 40, 50-something selves, and get some traction going!
I leave you with this food for thought, as I ease into my annual blog break 😀
Are you put off by the lack of visibility of older women in beauty campaigns? Does growing older make you feel like you’re no longer relevant?
I think I’ve been quite good this year and haven’t fallen off the blogging bicycle as much as I had in the past 2 years. I did try to make up for the coming break by doing a daily blog last week, which I found pretty challenging. How I ever sustained that in the first 5-6 years I’ll never know! HAHA! 😀 These days, 3 posts a week just about do me in. But hey, I’m doing my bit for the older bloggers. Why not join me? 😀
I’d love to hear your thoughts on this. Thank you for all the support all this time. I’ll be back soon!
49 comments ... Read or JOIN THE DISCUSSION
Happy birthday Sue! <3
I can relate to everything you said but I'm still in the same mode as I was when I'm in the 20s – that is I don't give a fish if the brand doesn't want me. I always believe if they want me, they will find me. I don't go everywhere promoting myself. Nowadays it's more of promoting #IWillBeOkay campaign to the brands for the yearly beauty bag. Myself? Nah. I don't bother as I'm too lazy to compete with all the mui muis lol. I buy what I want, use what I want, write what I want.
Have a blessed birthday ahead. Enjoy the break 🙂
Paris B says
Thank you Fiona 🙂 Sometimes, I think brands make too many demands, most of which don’t sit well with us if you’ve been around a while. And with age as well should come a little wisdom. I do wish there were more older bloggers, who aren’t afraid of acting their age and holding off though 😛
Darn! Hopefully when I turn 40s I will still look as good as you Paris! Happy birthday by the way!
Paris B says
Thank you Fiona 🙂 I do think I’m not doing too badly for my age – but it’s not without a healthy dose of lucky genes and hard work at the skincare! hehe… 😉
I stopped caring about the beauty industry’s laughable ideas on ageing because the beauty industry cares about one thing: money. These companies need to report to Wall Street every quarter. They need to report profits. So, the easiest way to get women to buy their products is to make them feel ugly and inadequate, then push a product that will fix their ugliness. There is an inherent conflict between the beauty industry and their customers.
As long as we know this, we will always evaluate their products with a critical eye. Not all their products are worthless. Some work well, but we need bloggers like you, Jane Cunningham and Caroline Hirons, to point out the weaknesses of a product.
I hate the sparkly eyeshadows. I hate the black/green/purple lipstick. So I don’t buy them. If beauty companies keep making them, they’ll lose money because most women, young and old, don’t wear these horrible things. So Wall Street can punish these companies. I don’t care.
Paris B says
Yep you are right that at the end of the day, it comes down to money as it is a business. I have been speaking to many people and brands and the common thread I’ve found is that they feel the money is with the younger crowd. They therefore feel the need to cater to them and their trends. It is a rather strange notion, I find. We do need more people calling out their foilables. But sadly, most people would rather just go the unicorn route and blend in. Oh well, we’ll just have to find what works for us then won’t we? Even if it isn’t very exciting green or purple lipstick hehe…
Hui Min says
Probably the use of young models and targeting the youngsters are because us women never think that we are old. Forever 21!
By the way PB, your skin is even better than many in the twenties.
Paris B says
Haha that’s the other notion of aging I’m not comfortable with – Forever 21. I’m quite happy to age and not remain frozen in time. But then I’m quite in the minority in this mainly because the mass media tells us that women don’t age. Photoshop tells us no one ever grows old in Neverland. Then people go crazy with botox and treatments. Sigh. It’s a vicious cycle! And thank you. I think I have decent skin texture and condition for my age, but I can never fight with the 20’s with their unlimited elasticity and perkiness! haha 😀
I love that you said this! I completely agree, we 40 somethings are definitely not the target group. I have just made it a point to only buy what works for me and ignore the rainbow glitter. Off topic but speaking of not being catered to, shopping for clothes is an even bigger challenge at this age. If you don’t fit into a very specific body type it’s really tough to find stylish clothes that fit. But that’s a whole other story!
That’s the reason why I don’t buy a lot of mainstream skincare, I mostly buy online based on positive reviews and they are usually low key or unknown brands. I think we consumers definitely need to do a lot more research.
Paris B says
OMG don’t even get me started on clothes! These days, what appears on the rack doesn’t even seem to cover one part of my body, much less clothe me. Sigh.. I now am a boring aunty who shops primarily at Uniqlo LOL! And you are right, you know. Once you hit your 40’s you become invisible to the market. Even if you have the money to spend! It’s so odd.
Brilliantly written Peebs! And this is why you’re now the only beauty blog I read. Perhaps I’ve been out of the beauty blogging scene for too long (a year out is almost like ten in the beauty blogosphere) but everything just seems so “young” to me. I can’t relate to the 20 something influencers (ugh how I detest that term). A good thing too, I suppose, because I’m not at all tempted to buy anything they’re raving about. 😛
I love being in my 30s. It’ll be just 3 years before I hit the 4-0. I used to think that hitting my late 20s was a bad thing because I was getting old, but in hindsight, God I was a fool. The older I got, the better I feel. My skin’s better. My health is better.
Am I put off by the lack of representation of older women in beauty campaigns? Not really. I don’t need a younger or older woman telling me if something is good or not. Even if it’s targeted for younger skin, hey if I tried it and it looks good on me, I’d get it. Yes, it would be nice if there were more older women in beauty campaigns but age is not going to stop me from getting what I want to get.
Anyway, happy birthday to you, you gorgeous lady, and enjoy your break because you deserve it! xx
Paris B says
Thanks Tine 🙂 Have you been away for a year?! Even being away for a week feels like months because everything moves so quickly these days. I do think we all need a voice of reason sometimes, telling us that not everything glittery is wonderful. And that we will NOT remain forever 21 (and why should we want to?!) You know when I was a kid I told my Aunt that 25 was my definition of old. How laughable! I’m going to almost be double that in a few years LOL! 😀 I think the beauty companies are in a bit of a limbo at the moment. I’m told the money is where the young is, but I also notice that it’s because the young go for trends. And if skincare starts becoming trendy, how on earth are we older folks going to get anything that actually works?! That said however, perhaps I’m a minority in not paying attention to campaigns and therefore not being insulted by the lack of representation of older women. Still, I hope you find time to come back soon and join the voices of reason 😉
First off, Happy happy birthday to you! There’s noise everywhere in the beauty industry & competition is getting tight, hence the word ”influencers”. I guess the 30 + demographic are more wiser because we know what we want & if it’s just a “meh product” we don’t waste time & move on.
Paris B says
Thank you Bee 🙂 Absolutely, with age always comes a bit of wisdom. And hopefully, enough sense to cut through bullshit haha! Well, some of us anyway 😉
Shamim de Varax says
I’m thirty so definitely no spring chicken although I look ‘young’ for my age. I find that I’m getting white hairs and lines under my eyes and my reviews and videos on youtube are different to other younger youtubers but that’s alright =) we all have our own experiences, we all have something to offer. I love reading your reviews because you not only have a great writing style, you’re also very honest and no holds bar, while remaining elegant! So I’ll keep following your blog ^^
Paris B says
Thank you Shamim and hurrah for Asian genes that keep us looking young! haha 😀 I think you’re very brave going on YouTube, which I have since abandoned, but you are right. We have something of our own to bring to the table! Good luck with YouTube!
Happy Bday Paris.. Enjoy your break..
Maybe the mature segment not really into the glittery unicorn thingy, So if the giant cosmetic company missed out the market, we will find another thing that capture our need.
side notes: Can I skip the whole matte liquid lipstick hype? anyone… new trend please.. haha
Paris B says
Thank you Christina 🙂 Sadly (for me) the break will have to come to an end soon as there is so much to catch up on! haha… And indeed, please skip the matte liquid lipstick. I have! LOL! Someone please bring back a lovely creamy lip!
Well said, Ms.P! Couldn’t have said it better myself.
Have a lovely birthday!
Paris B says
Thank you SG – have to catch up soon when we’re both feeling better!
Hi Paris! I’m 49, and I feel you on wanting more creamy lipsticks or more hydrating products for those whose skin have become drier with age. You’re right about people our age being able to buy and use what they want, only to be shunted into “auntie” brands. Hahaha, I used to think Estee Lauder was an auntie brand. But I’ve embraced my age and try to take care of myself the best way that I can. I can only wish that you continue blogging and writing as you see fit, I’m a fan! And do have a happy birthday 🙂
Paris B says
Hello Mona! Indeed, at our age the last thing we want to show is a matte anything haha! Bring on that glow of youth I say! 😀 Thank you for reading and for your well wishes and you know, being of an auntie age isn’t half as bad as I used to think it to be. I think we are more confident and more comfortable in our skin and with our styles than we were in our youth, and that is something that can only come with age!
Margaret Cheong says
Happy birthday, Paris!
I did notice the big brands are targeting the younger audience from employing younger “influencer”, or “youtuber” to promote their products. I will be flabbergasted if my daughter join the pack, I don’t consider these as serious careers. Ok lah, maybe as emcee, marketing or content creator. I did enjoy their video but I felt kinda out of place engaging with their style, i. e. unicorn dust, tears, farts, rainbow hairs and all. It’s fun to look at but irrelevant to my old school style.
The beauty industry are focusing their attention to the younger generation. They have the disposable income to splurge on from their parents (?), bold to experiment, surrounded by peer influence and social media. It’s easy to reach out to them as opposed to the older generation.
I will be joining the fourties club soon in a year time. The days of buying because I like the packaging or over sweet sales talk is well and over. Hence I am not ashamed to ask for samples but unfortunately the local retailers are not very generous even to loyal customers. Anyway, with so many brands out there, we can flit around like a butterfly from a counter to another.
Paris B says
Thank you Margaret! And yes, the young group is indeed the target market even for older skincare products, because of the perception that they are the ones spending the money. Whose money, I might ask LOL But that’s just me being cynical 😉 I don’t watch videos very much so I don’t really identify with anyone, but I do read blogs and I often find the meatier reads come from the older crowd so I gravitate towards them, and their suggestions. I do think we “oldies” are a little more certain about what we want, less likely to impulse buy things (although not impervious as I’m proof!) and more comfortable knowing what we want. As you said, samples are so important to help us decide, and there are so many choices available, we don’t even need the “traditional” brands anymore. I wonder if they realise that.
Happy birthday Paris.
I haven’t been keeping up with the scene since… I started (LOL!) and I think it’s one way to stay true to yourself. Just blindly doing my own thing here, minding my own business. Hah! Then again, you’re in a whole different level so I definitely appreciate you sharing your observation and thoughts 🙂 I also personally don’t place much importance in who represents a certain skincare product. I never paid attention, to be honest. I buy a product because it works, not because of a face on a poster or some ad. I don’t know. However, if a product is targeted at mature skin, I do find it odd if they find a teenager as a model. Just irrelevant.
Enjoy your break! Kids go back to school starting today, so I have a bit of a break because no more screaming kids at home all the time. Yay!
Paris B says
Thank you Lily! And I’m sure the return to school was a welcome break for you! haha 😀 But I often wonder just how influenced people are by a face they see on a poster or in a campaign. It honestly doesn’t bother or influence me one bit. I mean, an older face on a campaign is a nice touch, but it won’t change how I feel about a product. I honestly much rather they do away with the faces altogether. But apparently, it matters to many people who fronts a brand! I recently read about how Dior is using the face of a 25 year old for their Capture Totale range targeted at those in their 30’s. Honestly, I didn’t know the girl was 25 (she looked older) but even if I did, I doubt it’d stop me using it. It’s a pretty decent range.
Shasha Marican says
Happy birthday Paris! May all your dreams and wishes come true and please please please do not stop blogging (hehe pretty selfish wish isn’t it?).
I am totally with you here. I am 45, don’t give a hoot to what other people think or say anymore (family & loved ones are the exceptions here hehe). I buy products based on my needs and budget. And I don’t even know who is the face of what brand anymore too. It doesn’t matter to me or most of us I believe. If the budget fits, the product works hey we will buy them right?
Hope you will have a lovely celebration and enjoy the break!
Paris B says
Thank you Shasha! I will try to hang around for us “oldies” haha! And you don’t look 45! So take heart! 😀 I can’t keep up with who is the face of what (they flit about so often anyway don’t they?) so really, I don’t see why people are getting so upset over it. More important is how the product performs and that for me is what the brands should be focusing on, not wondering who to be the next face of their campaign!
I always say age is really just a number – you are only as old as you feel. Some days I feel like I’m 500 years old, other days I feel strong as an oxen and can outrun, outpace, outjump a 21 year old. And it’s all FINE!
Like you, I am actually starting to like myself a lot more in my late 30s than when I was in my 20s. I’m really comfortable in my own skin. I don’t give a flying *beep* about caring what others think of me, have learnt to voice my strong opinions in a firm non-assholic manner but most of all have learnt to say NO without feeling guilty. And that includes saying NO to family.
As for cosmetics companies, I really don’t care whose face they plaster to push the products. If it works, it works. If cosmetics companies are silly enough not to realise that spending power actually lies in women who have their careers established with disposable income, then I’m merely going to spend my pennies where they’re valued.
Hope you’ve got something nice planned for your birthday. It’s not everyday you turn 43. Or 44. Or 45. ?
Here’s to ageing gracefully and wisely.
Paris B says
Thanks Geek! And I only really settled into me in my 30’s. In some ways I feel like blogging made it happen. But it could have also gone horribly wrong and I’d be a 40+ year old trying to be a 20+ year old (and failing miserably) so in some ways, I’m glad I settled into my skin the way I felt most comfortable doing so – embracing my age, and not shying away from it, trying to erase all evidence of the passing of the years. Smooth skin is all well and good, but every line tells a story of where we’ve been and sometimes, I feel that that’s just as important as looking good. We should just look like ourselves. Just wiser 🙂
Victoria Shanti says
A bleesed birthday my dear. Great post as always. I am 41 this year & I totally agree with you that as we age, we do feel more comfortable with ourselves. At my age, although I am still vain with my skincare, its more of maintenance as I want to look my best everyday especially at work.
But I am not slighted the fact the beauty industry is unable to cater for my age group as I can pick & choose the skincare which works best for my skin.
Anyway, you look fabulous for your age & I hope you have a blast today 🙂
Paris B says
Thank you Victoria! And goodness, you are never 41! You definitely do not look it at all 😀 I shouldn’t find it odd that so many of you are closer in age to me than the average blogger, but it gives me heart that there is an audience out there and that’s what I’ll cater for! The youth have enough influencers to influence them haha! 😀 The best part about growing older is not caring what people think and being more comfortable being ourselves. That is something that truly only comes with age 😉
Happy Birthday! ? I must admit that I am a millennial myself and fall within the 18-25 age bracket, but I am not very interested in the matte lipstick or Instagram eyebrow trends. I much prefer natural makeup looks although I do like to experiment sometimes. My favourite brand is Benefit and what first attracted me to them was their old school packaging and natural beauty philosophy. But, it is sad that they now represent the “hip” generation, which is already been represented through the likes of MAC and Urban Decay. I’ve tended to shy away from the brand now and have only bought one blush of theirs this year. There needs to be a Beauty brand for the 30+’s too. But, I think your positive approach to the situation is great. Hit the companies’ where it hurts … their profit margins!
Paris B says
Thank you Laura and it gives me heart to know that there are millennials reading my blog as well! haha Hope you find the ramblings of this oldie useful, even if not trendy 🙂 I think we all have different preferences, and really, if the brands don’t realise that the 30’s and up love beauty as much as the 20-somethings, then it is really their loss! 🙂
I understand why marketer targets younger ones. I would too if I’m them. Because when I was much younger, I trusted all their “marketing claims” and found myself buying stuff all the time, even before I could finish any. Ever since I entered my 30s, I’ve stopped exploring because I know what’s good for me and what’re potential marketing lies.
Sometimes, I do wonder why I allowed myself to be subject to constant advert through instagram (those younger accounts I followed) when I used to switch TV channels during ad time. And I’m not sure how many influencers have been responsible when they claim the product works like magic after trying them for a few days (but marketers love them).
But I guess, we have to give it to them for being so open in sharing their private life (and selfies). People all love to be kepoh and take a glimpse into others’ private life which we (the 40s) may not be willing to share. If I’m a marketing professional, I may find it easier (and cheaper) to work with them too.
All in all, I think I’ll just do what I enjoy doing, i.e. sharing honest reviews. It’s ok if I don’t get popular or publicly recognized (in fact, I don’t want to be). It’s ok if marketers find my honest reviews offending. My mission is not to help them make money, but to responsibly share my experience. Just like you too!
Paris B says
To be honest, I am very sceptical about any product that has a very large online campaign. If I see too many “influencers” pushing a product, I step away. From experience, and from talking to some of them (who are pretty decent girls, even if they come across vapid and immature online which is a pity!) I’ve learnt that most of it is just marketing speak, with no opinions of their own. Brands prefer it this way. Injecting an opinion might affect sales and they don’t want that happening! Let the unsuspecting public buy into it and discover how crap it is for themselves. Bah! But well it’s created a whole new segment of jobs that previously never existed. I’d much prefer if they were honest and critical. But I guess, when you are being paid to just promote a product, it is an ad. And it should be disclosed so we all know (which never is). And that is whole different thing altogether! We should just do what we enjoy doing – tell it as it is, good and the bad and let people decide. Not everyone will agree, but at least it gives everyone the heads up that not every product out there is a holy grail must have! 😛
Idgaf that no one targets me for their ad campaigns. lol. Prefer it that way actually.
But I disagree that brands only target millenials. Even Estee Lauder having K Jenner doesn’t mean they’re not also targeting us 30,40,50+++ Look at counters of EL, Dior, Chanel etc -their counter, staff uniforms and packaging are very much aimed at us still. Even the product range, product names and price points. Their marketing and ad people know what they’re doing.
And as a 30-40yo I still go for “millenial brands”. (I spend way too much on colourpop. They do have decent range of satins and I love their reds. my colleague bought a red for her 60+ yo mother and she loved it. The elder lady probably doesn’t go on the internet at all). So I don’t intend to write off millenial makeup companies tho they’re not targeting me at all (even their “looks” and people they feature) – if their product is good.
I do tend to follow older beauty bloggers and youtubers. but i think it’s not about their age, so much as for their lack of bullshit, integrity and research chops. And their expertise or industry experience that only comes with age. (People like Stephanie Nicole, Gothamista besides those you’ve already mentioned). I don’t think we *need* more older voices or a ‘mature skin’ beauty community – i see millenials and 50+ having discussions and sharing info (eg on reddit), but more is definitely welcome.
happy birthday and have a good break!
Paris B says
Thank you Whyy 🙂 Actually, from the advertising viewpoint, the target group of customers is no longer the 30’s and up. I’ve been told by brands that they go for the 20’s because that’s where the money is. They are the ones who are buying stuff. Maybe it’s the generation gap but I dont’ know how it’s working haha! Either way, I say just use whatever we are comfortable using, whether it be a millennial brand or not. After all, what’s more important is that it works for us, not who pushes it in our faces 😉
Happy belated birthday Paris! (Sorry I just start binge reading your posts now… haha!)
Are you starting a movement here for older women to fight for more attention? If so, count me in! 😉 I don’t really pay attention to those beauty campaigns to notice that we are being left out. It is however extremely offputting to use 20 something young girls for anti-ageing facial products. What the heck do they need it for? They can party for 3 days straight without getting any eyebags / dark under eyes! If we so much as sleep less than 8 hours a day it bloody shows on the face (and the mood) the next day!
Anyway, I hope you are feeling more calm now (I felt a lot of angst in your post… or maybe I’m wrong?). Peace, girl. 😀
Paris B says
No worries Ting, and thank you for the wishes! 😀 And haha no, I’m not really trying for older women to get more attention, rather to get the attention we deserve i.e. that we exist and we too love beauty stuff and in most cases, we have the damn money to buy it! LOL! But the market isn’t going that way, so we just have to buy the products that don’t talk down to us like we’re unicorn loving 20 year olds 😛
Look at it on the bright side. Maybe the SAs think you’re a unicorn loving 20 something year olds! 😀
Paris B says
Haha I think brands just think that. SA’s think I’m an aunty 😛
hahahaha! Don’t they ever dare to call you (or me) auntie!!!! Won’t admit it! :p
Here they call you “Khun Puh Ying”, like “madam”. Sometimes they call “madam” in english too. Gosh that sounds old as well… When I see the SA and thinks that she (or shim??) is younger than me, I just refer myself as “p” (as in, older sister) before they start calling me “madam”. HAHA it’s more friendly to refer to each other as “p” and “nong” as well. :p