Do You Feel Invisible In Society?

How astonishing that a recent Harper’s Bazaar survey found that over 70% of women over the age of 55 feel invisible in society?

Why is that? Is it because, seemingly, most products on the market seem to cater for a younger generation.

Isn’t it time that brands woke up to the fact that we are one of the largest segments of the UK population. We are the demographic that has the largest disposable income. So why do so many of us feel invisible?

How crazy is it that there are still only a handful of brands out there that truly target people over the age of 40 or 50 – L’oreal has just created a makeup range for the over 50s with the help of the wonderful Helen Mirren and Jane Fonda. With the tagline

“We Hear You. We Are Listening”

Thank you for recognizing us L’oreal but why isn’t every makeup brand doing the same? Why is it a such a big newsworthy headline that a makeup brand is catering to the more mature market? Shouldn’t every range include the needs of the mature skin?

Are We Invisible?

Recently I come across a Huffington Post Survey which stated that only 12% of women over the age of 50 were happy with themselves? The other 88%t felt Invisible to the world (there’s that word again) My goodness me, that is truly shocking. Only 12% are happy?

Excuse Me While I Hop On To My Soap Box

I have therefore decided that I am on a mission to change not only our own perception of ourselves – I think we are blooming marvellous – but societies perception of us too.

Are we to believe that our adventures in this life are over. That we are not interested in what brands have to sell us – makeup, clothes, skincare?

Even at the age of 50 I still enjoy a glass, or two, of prosecco with friends and its still important to me to ‘get my hair done’ which loosely translates to, covering my ever increasing grey hair.

So, Hair brands out there. Here is a novel idea, why not direct your advertising campaign to women over the age of 40. After all, we are the ones that would be willing to buy that wonderfully expensive shampoo, that elaborately priced hairspray that you have been advertising to death.

The Brands Out There Need To Wake Up

Do I love makeup, who doesn’t? But I am not interested in the latest TOWIE, Made In Chelsea look (good grief no) I just want to look like me, but the best version of me.

I would be willing to pay for a gorgeous new lippy if it wasn’t for the fact that the gorgeous 20 something girl in the advert, with the very pert lips, is constantly reminding me that “this lipstick looks great on a younger women” Okay the ad doesn’t actually say that but you know what I mean?

And. I want to look after my body, inside and out. I refuse to believe that you can’t look and feel fabulous over the age of 40 or 50. Some of the most beautiful women in the world are over 50 – Helen Mirren, Kim Basinger, Michelle Pfeiffer, Judi Dench, Halle Berry, Golden Hawn, Courtney Cox, Angela Bassett, Joanna Lumley the list goes on…

Personally, l feel I am in the best shape of my life (that is all due to the ) but It doesn’t come easy, I have to work at it. But I believe that I’m worth it (sorry L’oreal I couldn’t help it)

In conclusion, I believe the Brands out there need to wake up to this ever-growing demographic. They need to remember that most ladies, irrespective of their age, like to wear great clothes. They like to invest in good makeup and treat themselves to a gorgeous new handbag every now and again. And we still love a natter and a girly night out. We are not past the point of wanting to buy something fabulous. If you want us to buy your products, Don’t Ignore Us.


Do you feel invisible? Do You Feel The Brands Out There Are Ignoring You? Let me know your thoughts.

About Niki Wibrow

Niki is a fitness, health, and yoga expert specializing in helping ladies over 40 to look and feel great through innovative and personalized exercise plans.

Niki is the creator of the 404040 Plan which is sweeping the UK. She is a regular contributor to many TV and Radio Shows and has worked with major brands such as Netflix and Matalan launching unique workout programmes for real people. Her celebrity workout DVDs are sold in excess of 500,000 copies to date.

Check out Niki’s other blog posts HERE


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  • Sam Lindley

    Reply Reply 31st October 2017

    Well Said Niki I couldnt agree more.
    Ok I am in my mid forties but I feel like I am still 25 and want to feel alive and like you said the best version of me. Come on high street start listening. X

    • admin

      Reply Reply 1st November 2017

      Absolutely. We are relevant and we are valid. I am on a mission to change the way brands target us ladies, and men over the age of 40. Thanks for getting in contact Sam

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