Article by Ceri Wheeldon
We all get annoyed when we see brands try to capture our interest (and our money) by showcasing their clothes on much younger models. How often have we asked why there are so few women in our own age group used in advertising campaigns?
Why are we not seeing more women over 50 in magazine advertisements on billboards, with ‘real’ bodies, wearing clothes designed to suit our midlife figures.
When Isme launched they took a huge risk by introducing Lynda Bellingham in her 60s to front their brand. Sales escalated as a result. At last a brand ambassador real women could relate to. But how many others followed suit? Not many it seems.As well as Lynda, they appointed Carol Vorderman as another brand ambassador, complete with her curves and in her 50s, to represent a wider spectrum of women to include those who are more style confident.
Role models for fashion and style
Are Carol and Lynda role models we can associate with when it comes to fashion and style?’
Is the ‘safer’ style of Lynda something that would prompt us to rush out and buy, or are we more drawn to the more ‘bodycon’ style of Carol whose style screams sexy after 50?
Carol or Lynda? You decide!