In March last year we set about challenging the beauty industry’s ‘anti’ approach to ageing with our Age Confidence campaign.
This remains a subject dear to my heart – as a 38 year old woman it’s particularly relevant!
Becoming a Mum and creating and nurturing a business have all brought a heap of experience.
And experience builds confidence.
Sure, I have more fine lines than I did ten years ago but I also have more energy, focus and a greater appreciation of things than I did back then.
I’ve embraced the good and the not-so-good and feel a more beautiful and rounded person as a result.
I don’t think women should be ‘sold’ the ideal of youth.
Nor should they be made to feel bad about getting older.
The ‘anti-ageing’ product tag is negative and outdated.
I want to empower women to feel good about themselves as they get older – through simple product regimes, dietary advice and general lifestyle support.
Age Confidence is our way of telling women that true beauty has no age limit and to get on with living full lives.
It’s not just how I feel.
It’s what many women are telling us – almost 70% of women we interviewed told us they feel more confident now than they did ten years ago.
It’s also great to see other leading brands singing a similar tune, with Nars and Marc Jacobs choosing older women to front their latest campaigns.
Please join the debate and share your thoughts, input and inspiration with us using the #AgeConfidence on social media, or by emailing us on email@example.com.
Love, Sarah x