Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?

Whether they’re working, travelling or maintaining a packed social life that would put a Gen Yer to shame, over 50s are living active lifestyle. But this isn’t being represented on screen, and Britons over 50 are unhappy with the way they are portrayed in media and advertising.

You’re only as old as you feel, but being labelled ‘old’ by society as soon as you hit 65 probably isn’t helping people hold on to the energy and enthusiasm of their younger years. Gerontologist Sarah Harper suggests that we start to consider those in their 60s, 70s and 80s as active adults instead.

While one might imagine later life as a time of loneliness and declining health, research suggests that old age is accompanied by wealth and happiness. Canvas8 sat down with 20 British Boomers and Seniors to explore their attitudes to ageing, and to find out the best thing about getting older.