Please be warned this post may turn into a rant, Let me start by saying I have nothing against teens or young girls, funny enough I was once one of them, and have raised a couple of them and are proud to be the Nanna of a couple more of them. BUT.......and it is a very big BUT, do I want to be sold to by them ? this thought came to me from the recent announcement that Kendall Jenner is now the new face of Estee Lauder, don't get me wrong I have nothing personally against Miss Jenner and have been known on more than one occasion to watch the antics of her family on the telly box, But do I aspire to look like her ? nope, Estee Lauder has and always will remain one of my favourite brands, I have grown up with it, my mother aspired to being able to afford to use it other than Christmas and Birthdays :)
As a youngster I worked on the counter for Revlon and my co worker on the Estee Lauder Counter was a goddess older than my Mum, she was simply stunning as an older woman and I know for a fact that people travelled to see her for advice and to purchase their products because she was aspirational. even to me in my flippin teens, I was in awe of her.
In those days I didn't think about ageing, as of course in our teens and twenties it seemed so very far away and something to worry about later, I do understand nowadays even my grandaughter in her early twenties is already thinking about anti-age products for gawds sake !
It is all good that girls now know, not to smoke, too much of the happy juice causes wrinkles, drink water etc etc, fabulous I wish I had known all that.
But a young girl representing a brand that to me is for grown up's seems a bit far fetched, I am not stupid and do understand the need to keep up with the times, appeal to a younger market blah blah, but bring out a new range just for them. can you imagine Benefit or MAC using a woman in her 60's as the face of their product ?
I am thinking out loud here with this post. I don't want it to sound as though I think brands should be age pigeon holed, but I do think they need to give thought to their existing customer base, and also to where the money is, we have paid our dues and are now in the market to treat ourselves.
Rant over lol. please, please let me know your thoughts on this one, I am happy for you to disagree with me, as maybe there is something I am just not seeing here.
Love N Hugz