Ageism is still alive and well in the beauty community

Last updated on July 5th, 2024 at 10:58 am

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It amazes me that ageism is still alive and well in the beauty community in 2024. I use the term beauty loosely because this can include skincare as well.

The community can mean any advertising or user-generated content as well.

I’m boggled by the fact that brands still opt to promote youthfulness instead of embracing users of all ages.

The ageism gap needs to be closed

I happened to see a post from a content creator who focuses on beauty and skincare. Her Instagram handle is @Lauriesfaves. I value her insight and even consider her a friend. I enjoy her content as well as her honesty. She like me is of a certain age. She has spoken out about how brands are snubbing older consumers.

She recently posted this reel sharing her thoughts on the topic. I agree with her fully that brands are essentially ignoring older users to try to attract younger consumers.

I’m glad she is speaking out. I’m also thankful that she allowed me to share this reel with all of you.

At times this strikes a nerve

As someone who has never looked like the girls in magazine ads or makeup ads, I wasn’t thin enough, fair enough or god forbid they have an ad with someone who wears glasses.

Oddly, brands are quick to add exclusivity for gender identity yet choose to ignore consumers over the age of 35. They expect us to relate to the 20-something who is creating content or in their ads. Trying to sell us on the fact that we will have flawless skin. But again they don’t use models with textured skin, wrinkles, or even large pores.

How am I a woman of color supposed to compare my skin concerns with a 20-year-old who has unblemished skin? You can’t. it’s not right that brands can ignore a large consumer base. In pursuit of the younger generation.

Why the exclusion?

Has anyone figured out why older consumers or even content creators are excluded from brand content? I get the illusion of youthfulness but there comes a time when brands have to meet consumers halfway and accept we age.

I would love to see brands embrace using older creators to showcase products. If you have wrinkles you’d love to see what real results look like from a user who has the same issue.

The beauty community is quick to jump on the exclusivity bandwagon yet it seems to be to their discretion. Do they feel that older users aren’t going to bring in the bucks like the youthful approach does?

Will ageism ever end?

Will ageism ever end? I don’t know if it will but we as consumers can voice our opinions. You can reach out to brands and request they use models of a certain age. Or have skin texture or other concerns.

You can also voice your opinion by opting to choose products that are embracing the age gap by featuring all ages in their ads or content.

I hope ageism ends in my lifetime because it’s sad that we are still facing this issue in the 21st century.

Share your opinions on the topic in the comments.