I was first exposed to ageism when my mother refused to put on a lipstick on my insistence, citing our relatives would talk 'ill' of a woman putting on makeup at 50.
For years, I've been observing the cosmetic industry's trends and their ethical aspects. Anti aging products, and their slogans like 'Become 20 years younger overnight'. I'd think, what's so superior about being young?
Lancemade happened. Whenever an elder customer, especially a female, calls me, they begin with 'I'm purchasing your product for my daughter. For my granddaughter.' etc. A very few hesitantly ask, 'Does it work on women over 40s or 50s?'.
They assume hair growth stops after an age. Or worse, they are pressurized into letting go of self care albeit the society would mock and crush their self-esteem.
Ageism is stereotyping and discriminating elder people, in different ways that would affect their self-esteem and quality of life. While it also affects the teenagers, often citing they opinions and thoughts are not as important disregarding their age.
In is particular program - I aim to concentrate on breaking the cosmetic ageism in the beauty industry, even if it's going to be a slow progress. I'd consider it a milestone of our brand.
There will be monthly contests specially aimed at our fine-wine population, who are aging with grace, stunning maturity, and love. For this campaign, our target audience is only going to be the elders, who deserve much more appreciation and limelight.
Other than contests, we aim to sponsor Lancemade Jumbos - 1 liter bottles of our formula to the local elder care homes. At first, we're starting with one. As time goes, we'd be the happiest to cover more people, meet them personally and thank them for being a part of the change the world needs.