Willowberry says its new beauty campaign brings energy to age by using models in their 40s to 60s to show women a different version of what age really looks and feels like in 2023.

“We want to push the boundaries of age representation in beauty,” explains Willowberry founder Jenni Retourné. “Not only do we want to show all ages in beauty, we want to take it a step further and show the energy of age in beauty imagery. We don’t want our campaigns to be about ‘anti-ageing’, we want to show that beauty is an attitude and doesn’t have a best-before date.”

The campaign follows the results of a new survey by the skincare brand of over 1,000 women aged 40-64 revealing a mixture of positive and negative sentiment about how they feel in themselves and their appearance.

we want to show that beauty is an attitude and doesn’t have a best-before date

The survey showed that 75% of women said they feel younger on the inside than their actual age, with 61% saying they feel better or the same about themselves now than when they were in their 20s, 60% feeling more confident than in their 20s and 70% enjoy having more wisdom and experience.

However, when it comes to appearance, 67% of respondents said they don’t look as good as when they were in their 20s and 75% feel less visible or invisible, with 87% saying that when midlife skin is represented in beauty imagery, which isn’t often, it is frequently unrealistic, with little skin texture/wrinkles visible.

One survey participant stated: “You owe it to yourself to NOT be invisible. I’m ‘20-year-old me’ on the inside and ‘60-year-old me’ on the outside and proud of every line, wrinkle and blemish.”