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Revolutionizing Anti Aging Ads

By Tom Seest

Can We Change How Anti Aging Ads Are Presented?

At GettingOlderNews, we help people who want to learn more about aging and anti-aging.

Though media portrayals of older women have seen improvements, anti-aging ads continue to promote an attitude of shame about aging that perpetuates age discrimination and perpetuates ageism.
These ads use terms such as “renewing” and “vitality” as code words for youthfulness, reinforcing anxieties about aging by suggesting we aren’t as attractive as younger people.

Can We Change How Anti Aging Ads Are Presented?

Can We Change How Anti Aging Ads Are Presented?

Is the Perception of Aging Changing in Advertising?

Brands have begun shifting the narrative around anti-aging ads. Instead of pitching their products as ways to reverse wrinkles or turn back time, they now focus more on relieving stress and maintaining healthy skin – rather than promising miraculous solutions that erase wrinkles or turn back time. Furthermore, this shift encourages women to embrace their natural features instead of trying to erase wrinkles or turn back the clock. Compared with prior advertisements, which often depicted older women as desperate and helpless victims, this new direction provides a better means of marketing products while appealing to more ages inclusively than before portrayed them – and can better market products more successfully!
The anti-aging industry is a multibillion-dollar business, and many consumers fearful of growing old are desperate to look younger. Though some brands have begun touting anti-aging products more positively, most advertising still contains undertones of desperation to look younger – often targeted towards women, men may also feel pressure from society to look youthful.
Olay recently ran an advertisement featuring actress Katie Holmes that defied the usual stereotypes associated with aging women in American culture, showing her with her hair pulled back and minimal make-up on her face. This message emphasizes how beautiful women of any age can still look radiant without having to hide natural signs of aging.
Olay’s ads don’t directly address her age, but rather highlight that she uses their products and emphasizes that young women could also benefit from using these same products – providing a much-needed shift in beauty industry practices. Furthermore, these advertisements promote their latest moisturizer designed to target fine lines and wrinkles.
“Skinvestors,” consumers who value science over style, prioritize skincare over makeup, and are more likely to purchase anti-ageing products than previous generations of customers. Even with this change in beauty trends, anti-ageing industry remains immensely popular with global market estimated at $88 billion by 2026.

Is the Perception of Aging Changing in Advertising?

Is the Perception of Aging Changing in Advertising?

Why Are Anti-Aging Ads Under Fire?

Anti-aging claims have long been associated with ageism; however, a growing movement to reject them is underway. Brands are using more inclusive language in their ads or even dropping it altogether to increase diversity within their target audiences. This change is welcome, not just semantically speaking, but it changes our collective perspective about aging itself.
Anti-aging refers to an umbrella term covering various products such as anti-wrinkle creams, moisturizers, and anti-oxidants marketed with the goal of slowing or eliminating signs of aging that many find embarrassing or disfiguring. Such is our culture’s negative perception of aging that certain companies have developed medical procedures such as botox injections or skin peels as a solution to reverse its effects.
Anti-aging Social Movement in the US | While efforts to control aging have long been attempted, recent decades have witnessed an active anti-aging social movement within the US. Anti-Aging practitioners promote various treatments and lifestyle changes with an aim of preventing disease while maintaining quality of life; some promote hormone replacement therapy to extend longevity while also increasing physical activity levels.
This shift from cosmetic treatments to more aggressive approaches to anti-aging is driven by demographic shifts. An increasingly large portion of population over 50 is seeking alternative health therapies; and social media has allowed these trends to spread and accelerate rapidly.
Critics have criticized these practices, many of which have been widely condemned as unethical or even illegal, for driving youth and beauty demand, along with economic factors. Yet some techniques have even been approved by medical professionals, leading to an anti-aging industry now worth billions worldwide.
Anti-aging practitioners’ adoption of the language associated with successful aging demonstrates how its influence has spread far beyond academia, changing popular conceptions of aging. Contrary to scholars of successful aging, however, anti-ageing practitioners do not stress psychosocial factors‘ significance for maintaining health and well-being; rather they place greater importance on disease prevention and quality of life – which are components of dominant successful aging models.

Why Are Anti-Aging Ads Under Fire?

Why Are Anti-Aging Ads Under Fire?

Why Do Brands Choose Mature Celebrities?

Brands are employing older celebrities as models in advertisements to try and change the perception of anti-aging, with this strategy working and being welcomed by consumers. But it should be remembered that ageism remains a social construct; using models in ads won’t erase its stigma against older people entirely.
One recent example of this trend can be seen in Olay’s recent advertisement campaign for their skincare product line. Katie Holmes appears natural and youthful, wearing minimal makeup and her hair pulled back. While meant to promote their new product line, this campaign sends the message that aging should be celebrated rather than lamented.
Katie Cameron posted a TikTok video parodying anti-aging routine videos popular on TikTok, in which she used a straw to sip beverages while repeatedly furrowing and raising her eyebrows while singing to Mitski’s “I Feel It All.” These advertisements for anti-ageing have garnered widespread criticism.

Why Do Brands Choose Mature Celebrities?

Why Do Brands Choose Mature Celebrities?

What Makes Natural Ingredients Effective?

Though anti-aging products remain an integral component of the beauty industry, many have been rebranded to focus on healthy skin rather than anti-aging. Retinol, for instance, has been repositioned as an exfoliant that will give a glowing complexion. Their marketing has also been designed to empower women, shifting beauty standards from being subjective constructs of social shame into objective scientific standards that keep markets for these products profitable.

What Makes Natural Ingredients Effective?

What Makes Natural Ingredients Effective?

Be sure to read our other related stories at GettingOlderNews to learn more about aging and anti-aging.