Baddie Winkle, the 90-year-old Instagram icon, has burnished her influencer status with the launch of a beauty line. As attitudes towards aging evolve and older Americans feel more empowered online, savvy companies are finding new ways to tap the 'silver dollar'. We explore the insights behind this trend and how views on ageing have changed.
Senior influencer Baddie Winkle, who at 90 years old boasts 3.8 million followers on Instagram, has launched her very own beauty line in collaboration with INC.redible Cosmetics. The colorful range is inspired by Baddie's self-proclaimed optimistic approach to life and her desire to bring a little brightness to the everyday. It includes three items – a rollerball lipgloss, a highlighter, and a boob mask – and is available at Sephora stores and online at sephora.com. Prices range from $9 to $18 and 5% of sales will go towards LGBTQ+ youth at the Trevor Project.
As people's attitudes towards beauty change and demands for better representation drive new product launches, a revitalized senior market is opening up. Older influencers are flourishing on Instagram, with Boomer and Senior women using the platform to redefine their old age, often sending a message of body positivity. “The idea of what these older women look like has changed,” says Ari Seth Cohen, creator of Advanced Style, a blog about the older generations. “If they were stylish in their youth, they will still be stylish now. They continue to be who they were.” These optimistic views about aging are also starting to be reflected in the beauty industry, where growing old is no longer a shameful thing. In 2017, Maye Musk became the oldest ever spokesperson for CoverGirl at age 69. On Mother’s Day 2018, No7 launched a campaign challenging the concept that women should battle against aging, while dating site Lumen celebrates growing older by encouraging new romance and fresh starts. More recently, Pantene has introduced a campaign aimed at emphasising that grey hair can be sexy in women – and not only in men. These portrayals of the effects of age both reflect and contribute to changing attitudes, while challenging the status quo of glorifying youth.
Lucía Landa is the intern at Canvas8. She holds a BSc in Psychology and is currently working towards an MA degree in Advertising, Branding and Communication. Passionate about human behaviour, she can often be found sitting in a cafe with friends or walking by the river chasing the sunlight, most likely people-watching and thinking about the lives of strangers walking by.
