It’s not about looking younger; it’s about looking ‘good’, according to a recent study by the London College of Fashion. It seems older women are not so concerned with products that promise to reverse the signs of ageing. Instead, they are opting for treatments to improve skin health, rather than turn back the clock.
‘We’re always being told older women are suffering from a crisis of self-confidence,’ says internationally recognised psychologist Dr Carolyn Mair, who was involved in the study. ‘But the research shows they don’t want to be the target of “age-defying” and “youth-promoting” messages.’
The survey asked 21 women, aged over 60, about their approach to skin ageing – how they felt about it and the extent of their skincare regimes.
Most women used high-level cosmeceuticals; followed a regular skincare routine; and said they used sunscreen habitually.
However, when asked if they hoped to “look good”, “look good for their age,” or “look younger,” four out of five selected the “look good” option. Indicating age doesn’t necessarily enter into personal aesthetic critique – regardless of most advertising messages.
‘Despite media and advertising images of unattainable, airbrushed beauty and message equating youth with beauty, the majority said they wanted to look good, not younger,’ Dr Mair told the British Psychological Society conference in Birmingham, during her speech entitled “Women over sixty want to look good, not good for their age, young or younger“.
For more information on the best skincare for your age, check out:
Sunscreen – the best type at every age
