Motion for Beauty Brands to Feature Old Women in Commercials

The Goal. To persuade beauty brands to come up with commercials that realistically portray older women.

The Problem. Commercials are powerful, and this is true even for skincare. If you have you've been following a particular routine for some time now, it's likely commercials played a huge role in convincing you to buy the products you use now. In that case, the commercial did a great job. But did you know that there are instances when commercials don't really get the job done? This is true especially for ads targeting older women.

Imagine if you're a woman in your late 60s and you see an ad for an anti-aging face cream. The product looks really good and you're actually somewhat convinced to give it a try. Only, you're not completely sold because the woman in the ad is obviously a 30 or 40-year-old made to look like someone in her 60s. How would you feel?

The Solution. Commercials need to be more natural, raw, and authentic. If the product is for seniors, then the ad should also feature women in their 60s, 70s, and so on. By doing this, companies are showing several desirable facets of their brand. First, that they truly know what women in their old age need. Second, that the woman in the ad is a woman the viewers can relate to. And third, if the product is able to help the woman in the ad achieve a younger-looking skin, then it's likely to work for them too. And that's good marketing.

Aside from skincare, there are many other ways to achieve that young and healthy glow. Visit to know more.

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