|Helen Mirren. Did you recognise her? Neither did I. She looks like French actress Nathalie Baye in this photo.|
All are over 60, all are icons and each one is beautiful in a decidedly different way although Helen Mirren claims she is not “and never was gorgeous.” I think some of us disagree, but that’s not the subject for today.
We, women of certain age — which I loosely define as 45-ish (and that’s verrrry young) to whatever-ish (and that can be verrrrry old chronologically if not psychologically) — apparently, despite our mental acuity and life experiences, are seduced by our aspirations. And, why shouldn’t we be I say unashamedly?
However, here’s the kicker: Advertisers know this and play on it and market products to theoretically appeal to our hopes and expectations. They’re a clever lot those marketers and realize that we of a certain age would like to see our demographic represented in their publicity campaigns. After all, studies prove we have a significant amount of disposable income to spend on our aspirations.
|Jane Fonda for the latest L’Oreal campaign.|
|The “real” Jane Fonda after lots of work as she herself has now come to admit.|
Enter the icons to appeal to our common desires and concerns: Catherine Deneuve, 71; Jane Fonda, 77 in December; Helen Mirren, 69; and Charlotte Rampling, 68, to name a few. Mirren just signed a contract with L’Oreal where Fonda has been featured for several years now proving that anti-aging products really are better than plastic surgery. . . (If you believe that L’Oreal probably has some swamp land to sell you.)
|Helen Mirren all touched up, but recognizable.|
|The real Helen Mirren. I think she looks fantastic, gorgeous.|
Mirren’s ads, for the moment at least, will be featured only in the United Kingdom and she told The Telegraph she asked the company not to retouch her images.
|Catherine Deneuve for Louis Vuitton.|
|The real Catherine Deneuve.|
From the images here you can see that marketers believe, and studies supposedly support their position, that we really, really do not want to see women with their wrinkles, waddles and droops. Granted, some have had work done, but still they want us to believe even we can look this good if properly Photoshopped.
|Charlotte Rampling for Nars cosmetics. Who is this woman?|
|The real Charlotte Rampling.|
I understand that we appreciate beauty and one would like to believe in all its forms — slim, ronde, young, old, unusual. . . but when I see women of a certain age I would really like to be able to recognize them from the photographs in an ad that is supposed to appeal to my aspirations.
What do you think?