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Beauty:
Beauty companies focus more on how cosmetic products can make women look young
but instead, they can replant marketing strategies on how these products can
make them look good and feel confident, say researchers.
The findings showed that 62 percent of women used make-up daily and
that only three percent used it to look younger. The majority -52 percent- used
it to look good and 28 percent used it to feel confident.
Many middle-aged and older women feel
underrepresented or not represented realistically in the media which affects
their confidence and feelings of self-worth.
"They also dislike the young,
airbrushed, or cosmetically-altered models used as they struggle to relate to
them and consequently, to the products", said Carolyn Mair from the London
College of Fashion.
The team analyzed over 500 women aged 40-89
years who participated in an online survey.
They were asked on use of make-up like how
they viewed advertisements aimed at their age group, how they perceived
advertising and the impact of this on their self-worth.
The team found that few older women claim to
use cosmetic products to look younger but majority say they use them to look
good and feel confident.
" It would be a step in the right
direction if advertisers could reconsider some of their marketing strategies and
focus less on how a product makes a women look younger and more about how the
product can make her feel good about herself " ,Mair added
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