The invisible woman — why beauty brands need to get real

If you're a woman over a certain age it's hard to find models you really relate to in beauty advertising.

I won't tell you how old I am. Let's just say when I flick through a magazine or scroll the internet, I don't often see a face in a beauty advertisement that reflects the faces of my friends and I — everyday, older women, just like me, who wear their makeup as an enhancement of their natural beauty.

I've always loved makeup and still do. Just because I'm older doesn't mean I don't want to look beautiful. And as I get older — I actually have more time and money to invest in makeup. 

But I can't remember the last time I saw a makeup campaign featuring a model with wrinkles or a face that told a story. So, my beauty icons are women I know, women who have loved and lost and wear it proudly on their faces. 

I believe beauty brands need to change their messaging for women like us—women who are no longer dewy-faced twentysomethings, but nevertheless hungry for beauty innovation and makeup application tips. 

Facing the future

One champion of the cause is the iconic beauty brand, Max Factor, who recognise the significance of beauty insights around real, ageing women and have recently conducted an in-depth research piece focusing on older women’s attitudes to current beauty campaigns.

According to the recent Max Factor study*, 88 percent of women worldwide believe beauty is a combination of appearance, personality and charisma and a minuscule 8 percent think current beauty advertising represents these 'real' women.

In response, Max Factor is heralding a refreshing new direction of beauty with depth, boasting potent, positive-ageing formulas such as hybrid makeup.

Max Factor Makeup Artist Liz Kelsh, was surprised to discover that only 8 percent of women feel beauty advertising represents real women and a mere 13 percent of women feel brave in their makeup choices compared to ten years ago. 

"I know a lot of my friends don't feel empowered by today's beauty campaigns and they turn to me for more expert advice," says Kelsh.

"Ageing can be seen as a dirty word. I watched an interview with Helen Mirren where she said she was sick of being the poster child for 'ageing gracefully' as far as she was aware she was just ageing."

Exactly my gripe too—it's frustrating to be told if you don’t turn back time with drastic measures such as plastic surgery—you are ageing 'gracefully'.  I’m just ageing naturally—so let’s face it and talk about it and enhance ageing with beautiful makeup and skincare.

Make friends with makeup

Kelsh believes the key to ageing confidently is makeup and knowing how to use it. Makeup can be a wonderful friend to women throughout the years and provide confidence in a bottle, she says.

"In our younger years makeup is a fun experiment and a way to express yourself.  I know when I was young I definitely had a 'more was more' attitude," recalls Kelsh.

Moving on into her 20's and 30's, makeup was Kelsh's confidence provider. "As my Mum would say, 'she's upstairs putting her war paint on'"
 
As you age, makeup becomes a lifesaver. "Now in my 40's makeup is a useful tool to help me turn back the clock a little," says Kelsh. "Like all women my age I'm looking for something that will make me look and feel great, not take up much time and last all day... and once again makeup never lets me down."

Friends with benefits

Often women think as they age they need to wear less makeup—but Kelsh suggests the opposite. "You need to wear more makeup, but be much more clever in choosing products and the application."

Liz suggests makeup with benefits—brand new formulas of foundation, lipsticks and concealers brimming with anti-ageing skincare ingredients. "Hybrid makeup is great for older women. Not only does it speed up the application process but it also eliminates the number of products used on the face. 

I wear multi-tasking Max Factor Skin Harmony Foundation: it hydrates skin while giving a flawless finish … and won’t shine up the T-Zone."

Max Factor Makeup Artist Liz Kelsh’s top tips for 35+ women:

Dry Skin? Exfoliation is the fountain of youth. Consistent exfoliation will not only restore a youthful glow but skin creams will be more effective.

Fine Lines? Apart from a great eye cream, a blendable concealer used sparingly will prevent makeup from sinking into fine lines.  

Sparse lashes? Carefully tight line your upper lashes with a soft liner (tight lining is lining your actual lash line, smudging colour in between your lashes) and then use kickass mascara like Max Factor False Lash Effect Mascara.

For more makeup tips from Liz Kelsh, visit https://www.youtube.com/MaxFactorAU 

 

*You X Max Factor Spotlight study conducted in November 2017 in 10 countries worldwide: Australia, US, UK, Spain, Germany, Poland, Russia, Saudi Arabia, China and Argentina. In total over 24,000 women were surveyed.