*Over 1,000 women aged 30-80 surveyed by Willowberry, April 2021
IT'S TIME FOR CHANGE
The current age narrative in beauty can inadvertently make women feel bad about their age, due to age-resistant wording such as ‘anti-ageing’ combined with a need for more older women to be represented in beauty imagery.
As an industry, we have a responsibility to make age visible and normal.
Willowberry is calling for change to the age narrative in beauty with its new Age Without Apology Pledge. We're inviting the beauty industry to join forces to make real change, by using better language around age and showing older ages within beauty imagery. It’s not about what has come before. It’s about how we move forward, together.
Will you join our Age Without Apology pledge, to help change the narrative of age? (Details at bottom of page.)
FOUNDER MEMBER COLLECTIVE
Jenni Retourné - Founder, Willowberry
"I want women to know that they can get older and still look good and feel relevant."
Fatima Truscott - Writer & stylist
“Holding onto the errors of the past is futile, it’s what we do next that counts.”
Millie Kendall - MBE, British Beauty Council
“I'd like to see more representation of like-minded 50 year olds in advertising & in-store.”
Inge Ladd - Model & actress
“Why would I prevent my body from moving on, when my mind is doing it every day?"
Jane Cunningham - British Beauty Blogger
“We've got a little stuck in a narrative within the beauty industry that prizes youth.”
Nicola Bonn - Outspoken Beauty
“The words 'anti-ageing' contribute to a wider ageism that is prominent in society.”
Sandra Sallin - Artist & blogger
"Talk about having your skin feel good, instead of 'anti-age'. What's wrong with old?”
Anna Cascarina - Anti-ageism stylist
“We need to work with skin changes, not fight it. Maybe then we'll see less fear around ageing."
Emma Bardwell - Menopause expert
“Ageism impacts women’s confidence, earnings and wellbeing."
Vitality magazine features campaign in 'Beauty Brands Changing the Narrative'
SUPPORT OUR PLEDGE ON SOCIAL MEDIA
Change happens when consumers demand it. If you want all ages to be visible and celebrated in beauty, have your say on social media!
HOW TO TAKE PART:
• Post a photo of your face on Instagram or Facebook
• Write the caption: I want my age to be visible and celebrated in beauty @willowberryskin #AgeWithoutApologyPledge and tell us how you feel about your age
(If you'd like to use our Pledge logo in your photo you can download it here.)
THANK YOU FOR HELPING TO SPREAD THE MESSAGE AND CREATE CHANGE
INSPIRING YOU TO AGE WITHOUT APOLOGY
If you'd like to discuss our Age Without Apology campaign in any way, we welcome your thoughts; please email us at email@example.com