Behind the Numbers: Reimagining Retail – Ageism in Beauty and the Shift Away From “Staying Young”

Episode Release Date: March 19, 2025

EMARKETER’s podcast, Behind the Numbers, delves deep into the evolving landscape of digital media, offering marketers, retailers, and advertisers invaluable insights. In the episode titled “Reimagining Retail: Ageism in Beauty and the Shift Away From ‘Staying Young’,” host Sarah Liebo engages with industry analysts Ariel Fager, Sky Canavas, and special guest Jacynth Bassett, founder and CEO of Ageism is Never in Style. The discussion navigates the beauty industry’s strategic pivot towards embracing age diversity and moving beyond traditional anti-aging narratives.

Introduction: Setting the Stage

The episode kicks off with Sarah Liebo introducing her guests, highlighting their expertise in market analysis and inclusivity in beauty. She underscores the rapid growth of the beauty and wellness sector, particularly in e-commerce, projecting that by 2028, e-commerce will account for 25% of all beauty and cosmetics spending. However, the conversation swiftly moves beyond mere sales figures to explore how the industry is expanding its consumer base by targeting previously underserved and emerging demographic groups.

Exploring Untapped Markets in Beauty

Sky Canavas initiates the discussion by outlining the beauty industry’s challenge of selling more products to existing consumers. “It really lies in offering a broader range of products that can serve more beauty consumer needs” (02:10) Sky explains. The focus has shifted towards catering to diverse groups, including men, Generation Alpha girls, teen boys, and notably, older consumers who have traditionally been the target of anti-aging products.

Ageism vs. Anti-Aging: Shifting Perspectives

Jacynth Bassett delves into the conflict between ageism and traditional anti-aging approaches. She articulates, “Anti aging is basically telling us that we should be preserving youth and always striving to be younger” (02:48). Bassett highlights the emergence of the longevity sector, projected to reach $600 billion by 2025, which emphasizes healthy aging over merely maintaining a youthful appearance. A significant statistic she shares states that “72% of women over 45 are saying that they want to look healthy rather than young” (03:53), indicating a substantial shift in consumer priorities.

Diversity and Inclusion in the Beauty Industry

The conversation then transitions to the broader theme of diversity and inclusion (D&I) within the beauty sector. Bassett points out that ageism has historically been excluded from mainstream D&I discussions but argues for its inclusion, stating, “Ageism is the only ism that every person can experience” (05:51). This universal aspect makes age inclusivity a critical component for brands aiming to remain relevant in an aging global population.

Sky Canavas adds that ageism has been somewhat insulated from the recent backlash against D&I initiatives, noting, “Ageism has been somewhat insulated from that backlash because it is universal” (06:55). This universality means that expanding products to diverse age groups is not only ethically sound but also commercially advantageous, as it opens up new market segments.

Strategies for Aging Inclusivity in Beauty Brands

Jacynth Bassett emphasizes the importance of contemporary branding and representation. She asserts, “You need to ensure that you have representation and visuals that also speak to them” (12:00). Brands are encouraged to adopt an intergenerational inclusive approach, showcasing diverse age groups in their marketing materials without alienating younger consumers. Bassett cites examples like Merit Jones Road, founded by makeup artist Bobby Brown, which successfully appeals to both older and younger demographics through authentic engagement on platforms like TikTok.

Sky Canavas further illustrates this with the success of brands like Glossier and Merit Jones Road, which maintain relevance across generations by evolving their brand narratives and product offerings to meet the aspirations of both young and mature consumers.

The Role of Influencers and Social Media

Influencers play a pivotal role in driving the conversation around age inclusivity. Jacynth Bassett highlights the impact of older influencers on platforms like Facebook and Instagram, stating, “Influencers over 50 who've got millions of followers... their followers really trust what they say and the brands that they vouch for” (15:15). These influencers not only foster loyalty among older consumers but also inspire younger audiences to embrace aging positively.

Bassett recounts a viral TikTok moment involving Bobby Brown slathering foundation, which transcended age stereotypes by engaging a broad audience. She asserts, “Their followers really trust what they say and the brands that they vouch for” (16:43), emphasizing the dual impact of influencer endorsements on diverse age groups.

Intersectionality and Future Directions

The episode underscores the intersectionality of ageism with other forms of diversity, such as race and gender. Jacynth Bassett points out that ageism discussions have often been white-centric but advocates for a more inclusive approach that considers various ethnicities and their unique aging concerns. “A lot of conversation when it comes to aging with beauty brands is still very much kind of round wrinkles. But actually when we speak to our community... it's more about pigmentation that changes at age” (17:18).

Ariel Fager supports this by suggesting that age inclusivity can serve as a gateway to broader conversations on diversity. “Maybe there's a way that beauty brands can kind of, like, use it to kind of open the door to talking about other ways” (18:06). This holistic approach can enhance brand authenticity and foster deeper connections with a diverse consumer base.

Conclusion: Embracing an Inclusive Future

The episode concludes with a consensus on the importance of inclusivity in driving both ethical standards and commercial success. Jacynth Bassett emphasizes that inclusivity should never be a zero-sum game: “We're all aging. As I said, we have aging population. By 2030, 1 billion of us will be over the age of 60” (06:54). This demographic reality makes age inclusivity not just a moral imperative but a strategic business move.

Sarah Liebo wraps up by reinforcing the commercial benefits of diversity, stating, “If you're a beauty company, I want to be not just invested in what's right, but in expanding my market” (09:58). The episode underscores that embracing age diversity, supported by authentic representation and strategic marketing, positions beauty brands to thrive in a dynamic and inclusive market landscape.

For those eager to explore the full conversation and gain deeper insights into the beauty industry's transformative strategies, tune into this episode of EMARKETER's Behind the Numbers podcast available on all major podcast platforms.