Growing old gracefully is a nice sentiment, but it doesn’t help that society and the wider culture idolize youth. Editor Trudi Brewer says it’s time to embrace your looks as you age, ultimately it will make you feel happier and healthier.
@greceghanem Instagram pin-up for women over 50 with 476K followers, she embraces ageless beauty. Image Instagram, a campaign for By Terry makeup brand.
“Beauty is diversity.”
Many women have ageing issues, and we’re not surprised when we are constantly fed a diet of young perfect looking women, as ambassadors for beauty brands. What the beauty industry youth-obsessed images. Sure, many products will help us all look your best at any age, but what we are most excited by is an ‘ageless beauty’ trend emerging. Beauty made great strides in catering to under-represented communities. From a range of foundations that come in many shades available to all ethnicities, however, the beauty industry is guilty of marketing to a white – millennial consumer. Hello, 40 per cent of women who buy beauty products are over the age of 50, 'and they don't feel seen.' Look out for ‘ageless' marketing, a more inclusive way to sell beauty. With that, the demise of the words ' anti-ageing,' the message will be geared around, address specific concerns for any age. Here are some of the latest innovations that address those concerns associated with ageing, and the quotes that inspire us.
“Obviously, we live in a society where ageing is feared. But, to me, the alternative to getting old isn’t that great. I’ve got friends much older than me and much younger, and I love that. It means you get to teach as well as learn.”
Avène SPF 50+ Face Emulsion, $31
At last, Avène sunscreen is here in NZ. This summer-scented, water-resistant SPF, offers that vital broad-spectrum, which screens both UVB-UVA rays. The unique ‘SunSitive’ protection (a formula made with minimal chemical ingredients, selected for their gentleness on the skin. Free from parabens, fragrance, and colourants, it’s also boosted with a photostable Vitamin E, a potent antioxidant. When combined with the soothing thermal spring water, it's an active SPF that is dry-to-touch, matte finish, so you can apply makeup on top, to help keep your complexion safe under the sun and soothe sensitive skin at the same time.
Avène SPF 50+ Face Emulsion, $31.
“Years may wrinkle the skin, but to give up enthusiasm wrinkles the soul.”
Lancôme Clarifique Cream, $160.
Lancôme Clarifique Cream, $160.
Ideal for anyone who is concerned with sun damage The texture is delicious, a milky cream that’s boosted with resurfacing wild French beech bud extract, known for its ability to speed up the skin's natural renewal process.
Brightening vitamin C and niacinamide or vitamin B3, round off this age-erasing formula that encourages a radiant and even skin tone.
“The longer I live, the more beautiful life becomes.”
Clarins Total Eye Lift, $126.
Made for all women and all ages, meet your skin rehab in a bottle. The formula address puffiness, dark circles, fine lines, under the eyes, thanks to a range of natural botanical ingredients including organic Harungana extract and cassie wax to lift and smooth the skin. Albizia tackles puffiness, bags, and dark circles. Simultaneously, the horse chestnut escin, organic Guarana extract, and caffeine help erase the look of tiredness. Finally, it’s the organic Shea Butter that nourishes dryness. - it’s the ideal wake up morning eye cream.
Clarins Total Eye Lift, $126.
“You can be gorgeous at 30, charming at 40, and irresistible for the rest of your life.”
ME TODAY Renew A Serum, $45
ME TODAY Renew A Serum, $45
Retinol or vitamin A is one ingredient you should be using if you are concerned about fine lines, wrinkles, and an uneven skin tone. But this formula uses a natural retinol a plant called Bakuchiol, combined with rosehip and green tea those essential fatty acids and antioxidants, that offers nourishment and protection for your skin’s barrier keeping moisture in and irritants out.
“Wrinkles will only go where the smiles have been.”
Shiseido Vital Perfection Uplifting and Firming Eye Cream, $139.
Before your head hits the pillow, treat the skin around the eyes, to some high-tech ingredients. The first, MATSU-ProSculpt complex that helps with the microcirculation to specifically reduce the look of undereye bags and signs of fatigue. The Benibana flower extract, (Japanese safflower), provides the KURENAI-TruLift complex that helps strengthen the skin while firming and lifting sagging skin. Finally, the famous ReNeura technology that features in all the Vital Perfection range along with the olive root, tea, and angelica root extracts are potent antioxidants that help to smooth and improve the delicate skin under the eye - we use this cream at night.
Shiseido Vital Perfection Uplifting and Firming Eye Cream, $139.
“Age holds absolutely no fear for me. There is so much enjoyment ahead. ”
Dr. LeWinn's Reversaderm Renourish & Correct Gift Pack, $74.
Dr. LeWinn's Reversaderm Renourish & Correct Gift Pack, $74.
If you’re looking to upgrade your skincare, take advantage of gift packs that are on offer during the festive season. Ideal for trialling more than one product from a new brand, this pack offers some serious anti-ageing ingredients in their formulas. Including alpha hydroxy acids, resveratrol, and vitamin C to help rejuvenate the surface of the skin, and reduce the appearance of brown spots while boosting skin clarity. This pack includes Reversaderm Cellular Regeneration Cream, Corrective Skin Peel, and Brightening Vitamin C Face Mask.
“There are things I’d wish weren’t part of ageing. But what you gain is much more than you’re giving up. I don’t think you come into your own until you’re 35 or so.”