Priceline Pharmacy is celebrating women of all ages at through its latest campaign after it found that many women over 40 felt under represented in the media and marketing campaigns.
Research commissioned by Priceline found that older women feel they are treated differently compared to younger women, with 75 per cent saying it was something they experienced in their daily lives.
The Festival of You, led by Ita Buttrose, Chrissie Swan, Tanya Hennessy, Sarah Jane Adams and Olivia Rogers, will host the first ever charity Beauty Runway to raise funds for the Priceline Sisterhood Foundation at the Virgin Australia Fashion Festival.
Sophie Smith, head of marketing at Priceline Pharmacy, told Inside FMCG the campaign is about celebrating women “regardless of age or any other marker which is used to measure self-worth and value”.
“Women of all ages want to feel represented in media and society, however not all retailers accurately represent a variety of ages in their marketing,” Smith said.
“The research we commissioned outlined that only 12 per cent of women over 40 felt accurately and adequately represented in the media and society today. When you walk into any one of our stores, we focus on being inclusive and welcoming.”
Martha Tsakalos, psychologist at The Indigo Project, said “what women see day-to-day in the media and advertising doesn’t represent the way they look or feel, leading to feelings of tension and incongruence”.
“The dissonance is quite jarring, many women feeling misunderstood, misrepresented and frustrated by the pressure of dominant media stereotyping – it just does not do justice and reflect who they are,” she said.
The topic was also a central part of consumer futurist Amanda Steven’s keynote address at Inside Retail Live last week.
Stevens said brands are ignoring women over the age of 55 despite it being an emerging segment.
“Do we think they drop dead at 55? [The 55+ woman] She’s doing amazing things. She’s starting a business – that number has tripled in the last five years,” Stevens said.
In this age bracket, 68 per cent of divorces are facilitated by the woman, Stevens said, with these women now on a new path in life, that is influencing how they shop.