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?

Instagram has long been the domain of the young and glamorous, but a small group of older women is stepping up to claim a slice of the pie. These Boomers are using social media to subvert social norms around ageing, remaining as outspoken in later life as they were in their youth.

Although over-50s hold the vast majority of the world’s wealth, marketers tend to direct their attention – and budgets – towards younger audiences. Canvas8 spoke to Cesare Amatulli and Alessandro M. Peluso to find out how youth-focused advertising impacts the spending habits of Seniors.

The Royal Society for Public Health has released a report calling for terms like 'anti-ageing' to be banned from beauty marketing. As people grow tired of brands perpetuating unrealistic beauty standards, some are beginning to look inwards to see how they can inspire positive change.