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The Age of Beauty

As a nation with an ageing population, the 50+ female demographic makes up 44% of UK inhabitants. *At Paul Mitchell® we believe that beauty is ageless; focusing on beautiful, expensive-looking hair, we are honouring a forgotten demographic with our Little Black Dress collection

Our models, Carrelyn, Heather and Lisa are all over the age of 40, the median age of women in the UK at the moment and *with 80% of the nation's wealth held by the over 50s, this age group is often under-represented, not only in the media, but also by the beauty industry as a whole.
The Paul Mitchell® Media Team utilised the anti-ageing properties of the Awapuhi Wild Ginger® collection to create these stunning styles.

"It's simply nonsensical that the women who spend the most on beauty are massively under-represented within beauty imagery. We wanted to address this and create beautiful images on women over 40, with hair and make-up that not only looks luxurious and expensive, but is also wearable and replicable. Imagery should inspire, and not alienate which can often be the case.

Awapuhi Wild Ginger® was the natural product choice. It's a luxurious capsule collection that addresses issues associated with ageing hair and does what it says on the bottle! We shouldn't take a prescriptive approach and dictate which hairstyles suit what age. It's about what makes you feel and look amazing, and we think these images reflect just that.
Gemma Scrivener, Head of PR Salon Success

Nigel Barnes, Creative Director for the ‘Little Black Dress collection' wanted to produce a beautiful but believable collection for women over 40.
With this in mind we didn't retouch our models faces.
“We think they are beautiful just the way they are”.

Hair: Nicole Hewitt, Mandy Graham, Evie Davies and Sam Walters
Art Direction: Nigel Barnes
Models: Carrelyn Gardner, Lisa Stone & Heather Stewart-Whyte
Make-Up: Jo Bull
Styling: Trudie Le Marie
Photography: Mike Owen

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