I watch a few older women on YouTube who bravely make videos about being a woman of a certain age.
Melissa, a beautiful American in her 60’s, has one such channel: Melissa55. Recently she filmed, Message To Estee Lauder / After 60 Beauty, in which she spoke out on an issue that bears repeating and discussion.
Whilst shopping in the beauty department, she came upon a promotional poster for Estée Lauder’s Advanced Night Repair Concentrated Recovery Eye Mask. The company claims it to be A revolution in repair for fresh, youthful-looking eyes.
But it was not the product that caught Melissa’s eye, and ire, it was the model: 21-year old Kendall Jenner.
According to the product information, the weekly night treatment is for eye lines and wrinkles; dryness and dehydration; dullness, loss of radiance; and for soothing irritation. The innovative foil-backed sheet mask—hailed as a world-wide first—allows the regenerating ingredients of their best-selling Advanced Night Repair serum to infuse the skin and rejuvenate the look and feel of the eye area from the stresses of modern life. All in 10 minutes flat.
Launched in January 2017, the marketing department at the cosmetics giant chose to make Ms. Jenner look even younger than her years—about 12, I’d say—and with nary a line, wrinkle, or sign of dullness, dryness, or irritation.
But women who are more than two years past their teens likely have experienced some, or all, of these issues. That’s the reality of ageing. But will I, in my fifties, or Melissa, in her sixties, see in that face, our own? No. Do we believe that this product will transform our eyes to that of the photo? Of course not.
So, will we simply shrug our shoulders and accept the marketing tactics of the global leader in prestige beauty as smart business for the company’s bottom line? I don’t think so. We’ve done that long enough. We speak out.
Estée Lauder’s own archive could have provided fabulous choices for this campaign:
Paulina Porizkova, now 52, the face of EL from 1988-1994
Elizabeth Hurley, now 51, an EL model from 1995-2001
But instead, Estée Lauder is banking on Jenner’s 79 million followers to be lead to the brand’s trendy $40 eye mask. Obviously it’s never too early for Instra-girls to start an anti-ageing regime.
Should it be a gift? Or a given?