How To Sell Products To Women Over 50: Use Models Over 50!

This is the photo I will use for the inside cover of my novel — if I ever get around to writing it. It will be a murder mystery about how fashion and cosmetic industry executives suddenly start disappearing. Turns out they were all quietly kidnapped and held on a remote island off Bora Bora where their brains were being reprogrammed by women over fifty to stop patronizing and start marketing to this growing market of kick ass women. No one is harmed in my book, though many minds are pried open and implanted with a dose of reality — we are fed up with advertising and product claims that imply baby boomers don’t matter!

Aren’t you tired of seeing ads for anti-aging cosmetics with 20-year-old airbrushed models? First of all, no lotions or potions are going to reverse all the signs of aging. I’d like to smooth out a few lines and replace some collagen, but I will never SAY GOODBYE to the aging process. And why would I want to? Like I said, I LOVE my wrinkles (the jowl thing is another matter). I think wrinkles tell a story about my life, and I would never want to erase my life.

We’re the love generation of the 60s and 70s who have unbounded energy, purpose, multi-faceted interests, and we want to dress as expressively as we did in our twenties. And we have money to spend (wisely) on clothing and accessories!

Is it too much to ask for a little more respect?

And don’t get me started about mother of the bride dress models. Does this model look like she is the mother of a bride-to-be? I recently bought a MOB dress for my daughter’s wedding, and I laughed my way through all the MOB dress photos.

Like I said, I’m getting pissed off at the fashion industry lately because it’s getting more difficult to find fashions that appeal to women like us. I’m not one to get angry easily. I’m pretty non-judgmental and forgiving most of the time. But the more style blogs by women over fifty I read, the more I’m seeing the same message: We want designers and advertisers to pay attention and listen to us. We’re not gonna take it anymore! Women over fifty want to express themselves with quality clothing that doesn’t cost an arm and a leg, feels good, looks good, and covers our bodies in all the right places. We know what we want — the smart designers are going to serve it up!

I’m always looking for fashions that appeal to different personalities and lifestyles of women over fifty. Some women want flow, quality, refinement. Others look for pieces that are fun, energetic, and interesting. Everyone needs a few signature pieces that express your personality and style. Note to advertisers and designers: you need to incorporate more than pubescent models if you want to appeal to us! We’d like to see MORE models with wrinkles!

Here are a few styles I like:

Cyanograph Block Silk Dress – This is SO my style!

Theory Peplum Blouse Over Cropped Pants – Refined, Clean, Flattering

The Kooples Velvet Burnout Jacket – Uh, where’s the concert?

James Perse Thermal Top and Drawstring Pant Modeled by 68-yr-old model, Maye Musk – Love her!

Anthropology Caviana Rayon Shirtdress – So wearable and bohemian

What’s your beef with the fashion industry and advertisers? Would you like to see more older models? What do you think we can do about it?

I’d love to hear from you!

2017-05-25T16:36:32+00:00 August 9th, 2016|9 Comments

9 Comments

  1. Linda Waldon August 10, 2016 at 8:49 am - Reply

    I forgot to add that my Curvy Stylist partner, Cynthia Miller, and I are hosting another FREE style webinar tonight (August 10 at 5pm Pacific). If anyone wants to join us, here’s the link to register. We’d love to have you on the webcast! http://www.dressthechange.com/#!blank-1/vfheq XOXOXO

  2. Adele Sommers August 10, 2016 at 9:25 am - Reply

    WOW, wow, wow! What a relevant message that we can all take to heart, and another gorgeous photo of your radiant beauty! Thank you for sharing this important message, and for taking the ridiculous fashion/beauty industry head-on. You never cease to be an inspiration!

    • Linda Waldon August 10, 2016 at 10:22 am - Reply

      THANKS Adele! I really hope all the blog writers over fifty band together to create a movement that the fashion/cosmetic industry follows. WE ARE FANTASTIC WOMEN who deserve to have oodles of fashion choices!

  3. cathy rice August 10, 2016 at 1:57 pm - Reply

    What you are saying is so true! And the anti wrinkle adds are really unbelievable! We have to embrace our aging and be comfortable with it. Thanks for your great article!

    • Linda Waldon August 15, 2016 at 8:33 am - Reply

      You’re so welcome, Cathy!! Thank you for the compliment, SISTER!!

  4. Karin Cake August 10, 2016 at 3:16 pm - Reply

    So true, Linda. How can we be taken seriously if all we have to choose is warmed-over kid clothing or our grandmothers’
    fashion sacks? I grew up looking at photos of Eleanor and Hedda…uh. Depressing that the most alive women looked
    frumpy and old beyond both their years and their minds. The best were Amelia and Marilyn, but they each died young so there were no dismal images of them hanging around.

    So now, there’s us! When might you want to get us together for an event that lets us be inspired by those you’ve saved
    from style wimphood? You and Cynthia are such great coaches. We’re the team but we don’t know the other players …yet.
    How about it?

    • Linda Waldon August 15, 2016 at 8:32 am - Reply

      What great observations, Karin, about our predecessors! Our generation IS manifesting the definition of ageless…or at least aging gracefully, minus the frump.

      Funny you should ask about an event. Cynthia and I are planning a local event some time in the near future. It will be a 2-3 day retreat called Reawakening Adventure. Isn’t the Central Coast the perfect venue for a bunch of women to get together and inspire and uplift each other? I’ll keep you posted…

  5. Louise Holmes August 11, 2016 at 7:55 am - Reply

    Right on, sister! Let the revolution begin! Fantastic article, Linda. You perfectly capture what a lot of us are thinking and feeling.

    Can we talk about shoes, too? We need more shoes that are stylish AND comfy, with a flat or boot heel (yet not our Grandma’s shoes). My feet haven’t been squeezed and mangled into a pair of heels or pointy toes in at least 10 years, and my toes and my back thank me every day.

    • Linda Waldon August 15, 2016 at 8:48 am - Reply

      Thank you, SISTER LOUISE!! Yes, the shoe thang. It’s a thing all right. I must admit, I was not the sexy shoe type, but I sure do appreciate women who can pull it off. In a recent live training I did, I talked about how shoes are the #1 secret weapon for walking into a room and OWNING it. Everyone notices great shoes! I, too, look for stylish and comfy. I’ve found some great shoe designers who actually get it: Cole Haan, Gentle Souls, Earth, Naya, Pilolinos, Everybody, Clark, Bucketfeet, Flexx, Minetonka (sandals), Bare Trap boots, Sofft, Sam Edelman, Born Crown. Of course there are more, but this is a good solid list. Any gladiator-style sandal is attractive, supportive and youthful looking. I have found many of these labels in our local consignment stores, so they are affordable.

Leave A Comment

three × three =