Advertising for beauty and fashion brands loves older women these days. As long as they are still beautiful and fashionable, of course
Kevin Lavery and Mark Beasley of the MMA are quoted in a feature in today's Daily Express, which looks at what the paper sees as the increasing number of older women used in advertising for cosmetics brands,
Not too surprising, perhaps, given that these days the over-50s account for 35% of the population and around 50% of spending on cosmetics. However, in the youth-obsessed worlds of advertising and cosmetics, a model aged 63 is indeed something remarkable!
Of course, it helps if the model in question is also still attractive and fashionable. We can't have the inconvenient truth of ageing getting in the way.
Read the full article here.
Mark Beasley, Chairman, MMA