In the beauty industry, long fixated on youth, things are beginning to change, too. We are recognising our mature audience and catering to its needs. We are finally seeing older models in ad campaigns. Advertising has woken up to the fact that midlife women, in fact, are often the ones with the aspirational lifestyles. We have our own sense of values, our own well-developed tastes, we live the way we want to and, if we are lucky, we have more money and more freedom than ever before. We’re beginning to see ourselves represented in a way that doesn’t devalue our years but celebrates what we have to offer.
Change comes from within. In order to challenge negative stereotypes, we must look first at our own thought processes. Ageist attitudes in others can be easier to spot than the negative ideas we perpetuate in our own heads. Our age should not dictate our lifestyle, the way we look or the things we do. After a lifetime of negative messaging, it’s easy to feel we’re “supposed” to wear certain clothes or act in particular ways in our midlife years.
But why should we let our calendar years dictate the way we live our lives? Our continued success depends on our attitude. And anything is possible at this stage in our journey. Midlife is an excellent time to start a new business endeavour, to travel, to focus more on the self: to exercise, eat well and engage in activities that not only give us pleasure but benefit our wellbeing. We’ve accrued so much wisdom: now is the time to use it to our advantage.
We need to bust those myths around “dressing our age” and “looking young”, too. If you’ve ever rejected an outfit or a haircut or an activity for being “age inappropriate”, this is the moment to think about what that means. Society can’t dictate what we wear or how we look. We must choose clothes that make us feel confident and happy. And reject messages from the beauty industry that tell us we need to turn back the clock. At Studio10, “anti-ageing” is not our goal. We want to celebrate your age and experience, not undermine it. And we can help with that by introducing you to other like-minded women in the PRO AGE movement who will inspire you further.
I will continue to challenge the outmoded ideas on women and age that are prevalent in our society until there’s nothing left to say. Join with us. Help unpick those perceptions that leave us feeling invisible and undervalued. And let’s make ageism old news for all.