“Pro-age” Beauty

Back in the 1980’s “anti-aging” vocabulary became the buzz of the beauty industry. This marketing catchphrase was designed to sell products to older women by making them feel vulnerable about everything from wrinkles to saggy skin.

Thankfully, we are living in an era where many of those products claiming to be “anti-aging” or “age-fighting” have been rejected and replaced with “Body positive” and “Pro-age” sentiment.  

The beauty industry has shifted their vocabulary to be all about renewal and regeneration, and whilst they still promote product benefits such as “anti-wrinkles”, using language to shame women about aging has become distasteful and even taboo. 

 AMPERNA Proage Beauty

So What has brought About This Change?

The attitude of “pro-age” has risen thanks to a number of factors:

Consumers wanted ‘pro’ language

Consumer research informed the beauty industry that anti-aging language no longer resonated with the public. In fact, a few years ago Datamonitor Consumer reported that pro-aging was the new revolution in the personal care industry.

Mintel research found that 69% of people agree that society is too focused on a youthful appearance, and 30% of women do not like being reminded of ageing when searching for beauty products.

With the global skincare market being valued at over US$130 billion, the industry needed to listen. In order to appeal to the growing number of older consumers a new “pro” language would need to be adopted.

Mass-marketing campaigns

A number of brands listened to consumers and lifted their game by celebrating women of all ages. In the last decade, we have seen advertising that talks to the beauty in being natural and some campaigns even celebrate our perceived flaws. The most famous of these campaigns is of course Dove’s “Campaign for Real Beauty”. It started in London and Canada and asked the public to vote on whether the women featured in the advertising were “fat or fit?” or “wrinkled or wonderful?” and “Does beauty have an age limit”. This groundbreaking advertising campaign started a conversation about society’s notions of female standards of beauty. The public embraced it and started to talk.

 AMPERNA Proage Beauty

Beauty Publishers have Embraced Pro-age

In 2017 Allure magazine – Americas most popular beauty publication announced it would stop using the expression anti-ageing. “Whether we know it or not, we’re subtly reinforcing the message that ageing is a condition we need to battle” explained Michelle Lee in her editor’s letter. “Changing the way we think about ageing starts with changing the way we talk about ageing”.

They have also started featuring mature women such as Helen Mirren, 72, on the front cover or within the magazine. These models are now often the face of brand campaigns.

 AMPERNA Proage Beauty

What Does it Mean to be Pro-age?

Being pro-age does not mean that you reject beauty products; rather you reject the notion that beauty is defined by eternal youth.

You have a positive attitude towards naturally looking older and accept that wrinkles, grey hair and fine lines will happen as you age. You do not opt for products or surgery to try fighting this natural aging process.

Having a pro-age attitude can also mean you are anti “anti-aging” and want to see the end of products and marketing campaigns that talk to this unrealistic and ageist concept.

 AMPERNA Proage Beauty

Caring for mature skin

Mature women (women aged 55+) have strong purchasing power and make up a significant and growing proportion of the world population. The beauty industry has started catering to their attitude and needs by using “Pro-age” language to market their products. This language tends to be positive versus making ludicrous (and false) product claims such as “turn back the clock” or “stop the results of aging”. 

Pro-age beauty products tend to be designed around the benefits relevant for aging skin. As skin ages, cells do not turn over as quickly, skin can lose elasticity and cheeks can lose fat.

Some of the vocabulary used for pro-age products is:

  • Regenerates
  • Instantly plumps
  • Deeply hydrates
  • Firms
  • Nourishing
  • Enhancing

According to Dermatologists and beauty experts, tips on how best to care for mature skin are:

  1. Use sun protection all year-round. This can be a broad-spectrum sunscreen moisturiser with an SPF of 30
  2. Apply serums with antioxidants to help slow down collagen breakdown
  3. Moisturise often to keep skin hydrated
  4. Eat well to continue to nourish your skin
  5. Use products with “active ingredients” as required

Read our Could an Anti-Inflammatory Diet be the First Step to Clearer Skin? blog post here.

As part of your approach to caring for mature skin care, AMPERNA® helps by working with you to find suitable holistic solutions.

The AMPERNA® range is suitable for all ages and all skin types and has been tested on eczema, perioral dermatitis, rosaceaacne prone skin and more. AMPERNA® is an Australian owned, ethical skincare brand, dedicated to creating revolutionary and unique formulas to help rebalance and transform the appearance of skin.

Could Histamines be Triggering Your Skin Condition? may be a great place to start for help eliminating foods if you have skin concerns.
















Written By Leigh Coleman

Leigh Coleman is a Senior Marketing Manager at a leading FMCG brand with over 15 years of experience leading brand growth strategy, innovation and brand communication. She has extensive experience in product development research and public relations. Leigh enjoys researching the latest trends in the skincare space as she herself has suffered from various skin conditions.

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