A new campaign between Space NK and NARS demonstrates that make-up can make you look fab regardless of your age. It’s all down to your technique.
Make-up was overlooked, too. Many women thought – and many still do – that the eye make-up and lipsticks they loved in their younger years wouldn’t translate to an older face. Anxious of drawing attention to crows feet and brow furrows, eye shadow and mascara took a back-seat and lipstick was forgotten for fear that it would bleed into pucker lines around the mouth. Formulas lacked sophistication and foundations, concealers and blush would only serve to settle into lines and highlight them.
That couldn’t be further from the case now. According to figures published by Escentual the peak age for women buying beauty products is 49 (compared to around 38 years of age, ten years ago). Women over the age of 50 are the biggest buyers of beauty in the UK and women over 60 are responsible for a quarter of all beauty purchases. According to sales stats women aged between 50 and 70 will be spending around £43,446 on beauty and not only that, they’re buying more expensive stuff than their younger counterparts.
So why the big change? More mature role models like Helen Mirren (who asks for her campaign images not to be retouched), Tilda Swinton, Jane Fonda and Jessica Lange probably have something to do with it but, the make-up itself is doing a better job too; formulas are more sheer and more hydrating so they only make skin look plumper and more radiant. Women aren’t trying to look younger, only better.
Space NK is singing a similar tune. Their new Timeless Beauty campaign demonstrates new season AW15 make-up looks on two models with 30-years between them to show that age is not a factor when it comes to looking your best.
The ‘Audacious Eyes’ look was inspired by the lashy goings-on at Nina Ricci, Alberta Ferretti and Giambattista Valli and was created by make-up artist Andrew Gallimore. As we age our faces lose definition; our eyes become sunken and lashes become fairer and sparse. We think this look shows that far from drawing attention to the wrong things, definition by way of metallic shadows, a touch of liner and heaps of NARS Audacious mascara, actually makes you look brighter eyed, more alert and infinitely more groomed.