Lisa Lehane — January 7, 2006 — Tech
References: articles.news.aol
The number of 40+ year old women on magazine covers increased from 1/3 in 2004 to 2/3 in 2005.
Demi Moore, 43, is featured in Versace ads and Sharon Stone fronts the Dior campaign. The reason? Older consumers want more and companies are trying to meet their demands.
Madonna, Oprah Winfrey, Nicolette Sheridan and Christie Brinkley are no spring chickens—but they are some of entertainment’s most sought after stars, perhaps suggesting that 50 is starting to become the new 30.
Brinkley and Winfrey are both 51. Sheridan is 42. Madonna, along with Sharon Stone, is 47. They look years, even decades, younger—and corporate America is taking note. For example, veteran supermodel Brinkley is back as one of Cover Girl’s lead faces. - AOL NEWS
Trend Themes
1. Increased Representation of Older Women in Advertising - Advertising companies are recognizing the demand for representation of older women and are featuring them prominently in their campaigns.
2. Ageless Celebrity Endorsements - Celebrities in their 40s and 50s are increasingly being sought after by brands, indicating a shift towards valuing ageless beauty and experience.
3. Perception of Aging Redefined - The prominent presence of aging celebrities who look much younger challenges societal perceptions of aging and creates opportunities for anti-aging and cosmetic industries.
Industry Implications
1. Advertising - The advertising industry can adapt to the increased demand for representation of older women by featuring them in campaigns and addressing their specific needs.
2. Celebrity Endorsements - Brands can capitalize on the popularity of ageless celebrities in their 40s and 50s by partnering with them for endorsements, appealing to a diverse range of consumers.
3. Anti-aging and Cosmetic Products - The redefinition of aging creates a market for anti-aging and cosmetic products that cater to older individuals who aspire to look younger and feel more confident.
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