A surge in diversity, equity, and inclusion efforts has dramatically impacted the beauty and fashion world. Brands have expanded their market to create a more extensive shade range for makeup products. Size inclusivity has reshaped the ethics of some of the world’s biggest labels. The lines regarding gender norms have been blurred. When it comes to age diversity, these industries haven’t been as progressive.
Ageism is a more subtle form of discrimination. According to the APA, ageism is currently considered to be one of the most socially acceptable forms of discrimination. Everyone inevitably shows signs of aging as our lives progress. As this happens, older people are subject to mistreatment and unsavory attitudes. Ageism is a form of discrimination that threatens to speed up cognitive decline in older people, according to the National Library of Medicine. Brands and companies must strive towards ending the infatuation with youth in society. In their campaigns, brands have worked towards creating space for older generations.
Dove
The soap brand has dedicated itself to raising awareness on countless issues. One of its most extensive campaigns is centered around “redefining beauty.” Dove’s #ShowUs Campaign has created over 10,000 images representing real women for media and advertisers. Women of all ages are shown dancing, laughing, and engaging in other activities beyond the bounds of usual stereotypes.
Actress and television host Drew Barrymore partnered with Dove last March to defeat the fear of getting old. In an Instagram caption, Barrymore writes, “We have to figure out messaging that empowers women and also lets young girls know that they have so much ahead of them.”
In August, the company launched its “Beauty Never Gets Old” campaign. Highlighting real-life Dove users, the video opens with an older woman beaming while doing a headstand. A series of mature women embrace their femininity throughout the video. From one woman playing the guitar to another doing her makeup, viewers see them as more than their age.
Balmain
Paris Fashion Week is one of the most important events for a label. For his Autumn/Winter show last March, creative director Olivier Rousteing featured a handful of women from more mature age groups. The models strutted down Balmain’s runway as elegantly as the other women. For a high-end label, including older models is a savvy business decision. Deal Hack says women aged 45 to 74 spend the most on clothing. Cher sat front row at the Balmain show, and women in her age group are most likely to buy the expensive clothing the brand is trying to sell.
Laura Geller Beauty
Laura Geller created her makeup brand specifically for mature skin. The current makeup market caters to younger skin and focuses on a different set of concerns than older consumers. The brand decided to use models over 40 on their website in 2021 exclusively. Geller knows the value of appealing to her customers. She spoke to Allure in 2021, saying, “Women over 40 deserve to be seen because we’re here. And we’re still out there working. And we still want to look great, and we really care because we have to — because our skin has changed.”
Gucci
In their Cruise 2025 collection, Gucci featured the Blondie lead singer to present their new purse. The Gucci Blondie bag is named after a Gucci bag launched in the 70s. Gucci’s “We Will Always Have London” campaign features Debbie Harry on a night out in London in its opening and closing scenes as an homage to the brand’s history and alignment with the city. The singer’s wavy gray hair is styled in an elegant shoulder-length bob, and her makeup matches the color scheme of each bag she holds. This campaign was another way for the brand to appreciate aging. Harry was not made to look younger than she is. Instead, she was styled in a way that appreciates her beauty in its current stage of life.
XOXO,
Your Fashion Bestie
