Brands That Are Getting It Right — by Keeping It Real
by Nora Burns, AARP, August 15, 2018
- |
- Photos
-
- 1 of
Courtesy Swimsuits for All
More and more brands reflect the world we live in — inclusive of different ages, shapes and skin colors. We’re celebrating companies that are getting it right — like Swimsuits for All’s “Power Suit” campaign that features quite a diverse group of ladies. Yep, that’s Brooke Shields incenter , who’s smokin’ at 52. And from left: nurse practitioner Katie Duke, supermodel Ashley Graham, 67-year-old professional swimmer Pat Gallant-Charette and reality TV star Angela Simmons, the youngest of the crew at 30. These suits, ranging in sizes 4 to 26, are appropriate for every water adventure — from swimming the English Channel to reading by the pool and looking amazing. Now, that’s a message we’re buying!
-
- 2 of
Courtesy CoverGirl
CoverGirl’s ‘I Am What I Make Up’
2017’s “I Am What I Make Up” campaign was a reinvigoration of the 60-year-old brand, and it featured a wide variety of faces — from 69-year-old model Maye Musk to singer Katy Perry and writer-actress Issa Rae. These boundary breakers are far from the runway waifs of traditional makeup campaigns. They accomplish, empower and inspire — in addition to looking great in mascara and lip gloss.
-
- 3 of
Harry Were/Courtesy Lonely
Lonely — Celebrating Older Women’s Beauty
New Zealand brand Lonely Lingerie is committed to honest and authentic depictions of women — the company refuses to Photoshop pictures to perfection. The above campaign featured Mercy Brewer,
fixture of London’s 1980s punk scene. Never mind the bollocks, decades later Mercy is still repping plenty of punk rock attitude and giving traditional messages about aging a giant “f--- off.” “I believe we are in a moment in time where older women’s beauty has been a startling revelation. If we don’t recognize it, we — every one of us — deny ourselves a future to look forward to” reports Helene Morris, Lonely’scofounder and designer. Yesssss!
-
- 4 of
Courtesy Google, Droga5
Google’s Pixel 2 — Don’t Make Assumptions!
Nix the stereotypes. Google’s Pixel 2 “Question Your Lens” campaign shows that common perceptions of the people around us are not always what they seem. Sumiko is an older woman who enjoys spending time with friends at her local Japanese bathhouse (above) ...
-
- 5 of
Courtesy Google, Droga5
… But she is also a well-known DJ in Tokyo. Upending expectations — a classic in advertising and Disrupt Aging.
-
- 6 of
Courtesy Athleta
Athleta Celebrates the ‘Power of She’
Athleta’s ongoing “Power of She” campaign features stories about women who are sources of strength. From nonagenarian master yogi Tao Porchon-Lynch, who still has warrior moves at 98, to three runners who are raising awareness about maternal health. Also in the No Photoshop Club, Athleta is committed to showing honest, accurate images of strength without retouching. All the more powerful for being authentic!
-
- 7 of
Courtesy Savage X Fenty
Rihanna Gets Savage With Savage X Fenty
Rihanna’s Savage X Fenty campaign has broken the mold. No surprise there! She promised her lingerie line will include all shapes and sizes, and sure enough, the Savage X Fenty website sells sizes 32A to 44DD and XS to XXXL. The company’s Instagram account asks followers to upload their images for a chance to be featured on the site. Forget an advertising campaign, these women are the campaign, shifting the gaze from models to actual people, explaining what it feels like to be their real, sensuous selves. Nothing is sexier.
-
- 8 of
Campaign: The&Partnership, Photo: Dewey Nicks
Chico’s ‘I’m Not Growing Older, I’m Growing Bolder’
The #HowBoldAreYou campaign from Chico shows women being proud of where they are in life, embracing their age and careers, and enhancing their personal style. These ads honor women for being the instigators, not observers, of their lives. I don’t sit and chat. I get up and dance. Dance on, sister friends!
-
- 9 of
Courtesy Dove
14 Years Later, Self-Esteem Pioneer Dove Still Empowering
Dove has embodied body confidence and self-esteem since 2004 — and the message continues. In 2017, the company marked its 60th anniversary with the “Real Beauty Showcase” campaign featuring females from 15 different countries and between the ages of 11 and 71. These are women who have achieved real successes, including a British Paralympian who started a girls’ soccer club in Mexico City — no digital enhancement needed, thank you. Real beauties indeed.
