Estée Lauder Canada’s new campaign, #BecauseOfMyAge, is a celebration of the diverse achievements and beauty of women over 40. By focusing on the unique journeys of four accomplished Canadian women — Lisa LaFlamme, Jennifer Valentyne, Leslie Yip, and Vânia Aguiar — the campaign seeks to redefine aging and challenge societal expectations around beauty.
The #BecauseOfMyAge campaign emphasizes that confidence, strength, and individuality are qualities that only deepen with age. The choice of women featured in this initiative speaks to a broad spectrum of accomplishments and backgrounds. These women are not only celebrated for their professional success but also for their personal resilience and contributions to various causes.
By turning the typical compliment of "you look great for your age" on its head, the campaign shifts the narrative to highlight that the value of a woman should not be measured by her age, but by the rich experiences and wisdom she gains through the years.
Age-Celebrating Beauty Campaigns
Estée Lauder Canada Debuts the #BecauseOfMyAge Campaign
Trend Themes
1. Age-inclusive Marketing - Brands embracing age-inclusive marketing highlight the experiences and wisdom of older women, challenging traditional beauty standards.
2. Celebratory Social Campaigns - Celebratory social campaigns focusing on individual achievements redefine societal norms and foster a more inclusive view of personal success.
3. Diverse Representation in Media - Increasing diverse representation in media allows for a broader spectrum of beauty, encompassing varied backgrounds and accomplishments.
Industry Implications
1. Cosmetics - The cosmetics industry can benefit from celebrating beauty at all stages of life, promoting products that empower rather than just enhance.
2. Advertising - Advertising that features authentic and diverse narratives can connect more deeply with audiences and build brand loyalty.
3. Media - Media outlets can lead in cultural shifts by showcasing stories that celebrate resilience and success beyond traditional age metrics.