Uber-cool 69 y/o Helen Mirren is L’Oreal Paris’s new U.K. Ambassador–in the U.S. we’d probably say she was the spokesperson, or face of, L’Oreal Paris.
She vows her photos will be untouched. As far as aging? Dame Helen said: “Your 40s are good. Your 50s are great. Your 60s are fab. And 70 is f—— awesome. I’m not quite there yet, but almost.”
Her ambassadorship marks a new approach to age in the fashion and beauty industry, celebrating it rather than promoting an “anti-ageing” message.
This is a good example of how Boomers are affecting advertising. We still buy cosmetics, and L’Oreal wants a slice of that pie. They make their appeal by hiring a glamorous spokesmodel who is even older than we are. It’s not radical that brands are targeting Boomers, because brands have been targeting Boomers for 60 years, what’s radical is that a major, global cosmetic company is targeting 60 year old women, a heretofore ignored demographic. Not as much advertising money is spent on 50+ as is spent on younger demos, but when we were 20, and 40, no one targeted 50+ at all, and no one ever hired a 69 year old woman to represent them, either.
This is a nod from Madison Ave. that the Boomer market is still relevant, and it’s also an important message for all women, all ages, everywhere, that you don’t have to just disappear when you get older, and that you can still be attractive and vivacious.
I’m confused. What does “old” mean? Who is old and who isn’t?
Bob Seger, who will be 70 in May, starts his new tour in Nov. I’ve seen Bob Seger perform, 36 years ago, in 1978, when he was 33 years old–it was thrilling, he owned the stage, high energy and all that.
I hope he kills it this time around, too. One hopes he has good advisers who wouldn’t let him tour unless he was up to the task. Jagger and Sir Paul are even older.
Age, of course, is chronological, but in real life, it’s only part of the picture. Factor in your physical, mental and emotional condition, your place in the culture, how you define yourself.
70 used to be “too old” for like, everything, but now, apparently, it’s not the barrier it once was. One has to rethink: Is 70 really old, or did 70 used to be really old and now it’s not?
Old age is being re-defined by Boomers—our influence on the culture is still strong, and we are, as a generation, re-framing reality to fit our world view and our place in it.
Because that’s what Boomers do.
I love this new word: “unretirement.” It sounds like fun!
The book might be a bit dry, but the concept is interesting.
Just so this is perfectly clear, Chase bank, in L.A., is playing Orleans “Still The One” which was a hit in 1976, which was 38 frickin’ years ago! Proof, as if proof is needed, that Boomers place in the culture, especially in music, is pervasive and permanent which means Boomers relevancy to pop culture is assured.
Here’s the song: ttp://www.youtube.com/watch?v=SbH_sDyWZqo
Irene is as sharp as any 50 year old I know, which is so inspiring. The interviewer was a little mean, you know, let’s laugh at the two old ladies, but the conversation took a turn and, well, it’s just charming.
It’s gotten over 4 million hits on youtube: http://www.youtube.com/watch?v=ipnGPeRIy2k
OMG , Marie Callender’s sound system is playing “Angel Baby” by Rosie & The Originals–from 1960!! That was a hit 54 years ago!
Ina Jaffe did a fun piece on “Morning Edition” about how to describe Boomers who are getting older: NOT as “Senior Citizens” or the “Silver Tsunami” or a euphemism like “Golden Years.”
Of course, I agree.
Here’s the piece, plus a poll where you can check off the terms you like, and ones you don’t.
Which is more offensive– Taco Bell’s one-handed breakfast mash up that’s a scrambled egg waffle taco, or the two older men–Lenny and Harold–who humiliate themselves, and make Taco Bell marketers look like assholes, in this TV ad?