We changed the way the world looks at women in the 60s and 70s, but we didn’t stop there. News flash to younger women – we are not going away quietly or “gentle into that good night”. These old hippie chicks aren’t done – not by a long shot.
We burned our bras, wore hot pants and liberated ourselves. We demanded equality and re-wrote the book on sex and the single woman. We protested, we demanded, we marched and we shouted and we refuse to get old. We believe that age is just a number and old is for the dead.
So, I’ll wear my hair long as long as I please, and you can cremate me in my blue jeans. You’ll have to pry my cowboy boots out of my cold, dead hands and yeah, I am woman, hear me roar!
Are “Older” Women Suddenly Trendy?
First, it was 90-year-old Iris Apfel’s (lower left) makeup line for MAC—one of the most mainstream votes of confidence for the compelling style of an “older,” gray-haired woman that we had seen in some time. Then, the other Prevention beauty editors and I caught wind of the 60-year-old model for American Apparel, Jacky (upper left), who was their first gray-haired model and posed for one of the company’s notoriously provocative ad campaigns. This weekend, I spotted a salt-and-pepper siren (model Linda Rodin, shown on the right) gracing the pages of J.Crew’s Fall 2012 style catalogue right alongside models that appear to be less than half her age. And, finally, this week, The New York Times shot a wickedly fun series of three women in their 50’s and 60’s receiving hypertrendy haircuts and colors.
We’re calling a spade a spade: A “woman of a certain age” is the new “it” face.
If you’re a regular reader of this blog, it’s not news to you that Prevention believes that one’s beauty and image can often come into fullest bloom past the age of 40 or 50 (just read Prevention’s February 2012 story, “I Look My Best Ever”). But who doesn’t love seeing that the rest of the world seems to be catching up? Maybe it’s the fact that Boomer women control 70% of the disposable income in this country according to the Bureau of Labor Statistics Consumer Expenditure Survey. Any advertiser worth her “Mad Men” DVD collection knows exactly which audience she should be targeting. Or, as our CEO Maria Rodale said to the Prevention team last week: Boomer women have redefined every other stage of life as they’ve passed through it, why wouldn’t they be doing the same with their 50’s, 60’s, 70’s, and beyond?