Michael Levine’s Post

Longevity is reigning supreme in the world's of beauty, health and wellness this year, and is showing no sign of slowing down. Anti-ageing is no longer approached in the same way, and there is little doubt that the powerful Gen X and 'Boomer' generations are entering a new era of empowered ageing. With our agency motto, 'Attitude not Age', we champion brand work which sparks beautiful thinking that transcends generational divide. As we undertake brand revitalisation and brand identity work, we make it our mission to bring to life the values and the heritage of a brand which not only creates appeal for discerning young consumers, but stays true to the identity that has made a brand memorable and iconic. It is interesting to see statistics from The Future Laboratory give weighting to this, sharing that "people over 65 are the fastest growing age group and this number is expected to surpass those aged 15 to 24 by 2050". A huge thanks as always to Kirsty Doolan and CosmeticsDesign for sharing my insights into this topic. https://lnkd.in/eV9VXpHU #attitudenotage #brandidentity #brandheritage

"Brands must ensure they continue to champion their heritage that built them into a household name...often this heritage is the key to communicating the core values and benefits that first put them on the map." As The Future Laboratory reveals the power that 'The Forgotten Generation' - Gen X - holds, Nick discusses the importance of brands ensuring they do not lose touch with the powerful customers who supported them in reaching household name status 🚀 Check out his take on this topic with CosmeticsDesign, linked in the comments below. #attitudenotage #brandidentity #brandheritage

It’s time to call out the bullsh*t… We nearly didn’t post this because it has hit a nerve When pitching our new business, Valerie we have been asked more than once how will you market to 40+ women….? Apparently, many people think they are digital dinosaurs, living in a cave, probably wearing a pinny and baking cakes waiting for their husbands to come home from work, they certainly aren’t “surfing the world wide web!!” (there is the nerve being hit) We can tell you that is NOT true, maybe we should keep this to myself as we build our brand focusing on 40+ women’s health so we can take more market share but so many businesses are missing a trick and it is a mis-service to women. ⬇ Here are some stats on Gen X (44-59) from a report by The Pull Agency ⬇ 💃 Gen X are digital explorers. 95% own smartphones and 54% of Gen X are looking online for inspiration and new products. 41% look to Instagram to research products. 💃 Gen X shoppers are as phygital as Millenials or Gen Z: 41% most often shop online for Health and Beauty whilst 45% prefer to shop in store where they browse real product and value expert advice. 💃 88% of Gen X women are open to trying new products and they are less cynical than younger consumers: 66% believe that innovation can lead to improved performance compared to 54% of Millenials. #womenover40 #womenshealth #womenhealthbrand

BAV Group's Vanessa Fuss is a self-described "motherless marketer." After losing her mother to cancer last year, she has some insights for marketers as we honor International Women's Day on 3/8, the UK celebrates Mother's Day on 3/10, and marketers in the USA gear up for Mother's Day in May. She recommends that Mother's Day messaging be: 1) Empathetic 2) Impactful 3) Inclusive Read her article in The Drum for all the insights, and then let us know what you think! #mothersday #womensday2024 #womeninbusiness #marketing

Step aside marketing messages & narratives that promote anti-ageing and a fear of getting older: age-inclusivity and positivity is here to stay. Thank you to Banknotes by #paid for this feature, highlighting the rapidly changing narrative around ageing; the instrumental role Ageism Is Never In Style® is playing, alongside content creators such as Rachael Wittman, MS,CALA,CDP within this movement; and why it’s CRITICAL that brands and marketeers sit up, take note, and stop relying on outdated misconceptions, if they want to stay relevant and be a part of the future. For this feature, Editorial Lead Emmy Liederman interviewed our founder, Jacynth Bassett, and creator Rachael Wittman, MS,CALA,CDP (aka going_grachael) , exploring the nuances of age-inclusive messaging, why maintaining integrity is key, and the harmful impact ‘anti-ageing’ has on younger consumers. Delving into the success of our latest campaign #RemoveAntiFromAging, Jacynth shed light the importance of brands and marketers expertly navigating this space, and how authenticity & consistency is key. She notes how brands may now avoid the term 'anti-ageing', but still convey similar messages through phrases like 'Turn back time' and 'Regain your youthful skin.' And she picked up on how many brands equally might might omit referencing 'anti-aging' on social media, but often continue to use it on their websites… Meanwhile, Rachael shared her valuable insights, stressing, "As a mother of two daughters, it’s even more important to me to reach that younger generation than it is to reach my own" - highlighting the importance of positively influencing younger generations. “I’m 31, and I’m talking about aging and ageism,” Jacynth adds. “A lot of younger women are saying ‘Seeing you talk about this has inspired me to follow more influencers like Rachael, and instead of fearing my future, actually get excited about getting older.” If you'd like to find out how Ageism Is Never In Style® can work with you and your organisation to expertly navigate this space and the age positive narrative & movement - that's rich with opportunity, but filled with pitfalls - please email [email protected] #AgeismIsNeverInStyle #ContentCreators #Ageing #Aging #AgingIsLiving #InspiringArticles #AgingIsAGift #ProAging #ProAge #ProAgingMovement #SilverSistersCommunity #ProAgeInfluencer #AntiAgingIndustry #ProAgeing #AgePositive #PositiveAgeing #PositiveAging #ChangeTheNarrative #Longevity #AgeingPopulation #AgingPopulation #Marketeers #Marketing #MarketingMessages

Why are we so afraid of ageing ? Great read from Ageism Is Never In Style® Spoiler alert : We are all going to age! Yet the overall narrative seems to focus on the disadvantages of becoming older, so I acknowledge there is work to be done to change that! Personally, it has taken me a lifetime of experience and hard work to be who I am today. I am privileged to celebrate my sixty two years and love my life. I repeat, we are all going to age, so how can we all work together to change the future narrative around ageing into a positive one. I have learned that rather than looking at what I cannot do, I embrace what I can do and that for me is liberating. At GroupM I am the chairperson of an ERG ( Employee Resource Group) called Lifetimes, our team members work to raise awareness around age bias and discrimination, and actively encourage a more inter- generational workforce. What a difference it would make about how we feel about getting older, if we shifted our own mindset from anti-aging to positive aging, celebrating our years, wearing our lived experience with pride. #Agepositive #EmbraceAging"

On International Women's Day our latest global Dove campaign could not be more needed. Have you seen the trend for ten year old girls promoting anti-ageing beauty products to their peers on social media? Something had to be done. Enter stage left the visionary marketer Firdaous El Honsali, Global Vice President, Dove: “When did 10-year-olds start worrying about wrinkles and getting older? It is time to speak up to highlight the absurdity and protect their self-esteem. At Dove, we believe beauty should be a source of happiness, not anxiety. For two decades, we have taken action to build confidence and self-esteem for millions of girls. Today, our girls are anti-ageing before they’ve even started to grow up and need us more than ever.” Led by Ogilvy's Global ECD Daniel Fisher, and drawing on the expertise of our advertising, behavioural science and PR and Influence divisions, Ogilvy UK called upon a huge band of creators, dermatologists and self-esteem experts, led by mother, actress and talk show host Drew Barrymore, to help parents and caregivers navigate anti-ageing conversations with young girls. Dove’s #TheFaceof10 campaign unites powerful TikTok voices to draw awareness of the issue through creative content featuring faces of what ten year olds should be covered with – glitter, stickers, and face paint – not retinol and other anti-ageing products. #TheFaceof10 campaign will run across paid social, creator content on TikTok and across the UK, Europe and the US on DOOH. #internationalwomensday2024 #borderlescreativity Read the full article in Creative Salon Worldwide link in the comments.

Dove's latest initiative is a stellar example of marketing with real purpose and impact. I've got to hand it to the Dove team - they're really leading the charge when it comes to challenging outdated beauty standards in India. Remember the days of Fair & Lovely ads that made us question our own complexion? Dove is flipping that narrative on its head with their "mothermonials" concept. Instead of reducing women to just their looks in matrimonial profiles, Dove is empowering them to showcase their full personalities, interests and achievements. How refreshing is that? Through heartwarming stories of real Indian moms, they're sparking important conversations and giving young girls a more inclusive vision of beauty. It really hits home for me. I remember when my parents were trying to arrange a match for me - the endless stream of biodata that reduced me to just my height, weight and complexion. I felt like I was on display, some kind of mannequin for prospective grooms to ogle at. This is the kind of brand purpose and social impact that really resonates with me. Forget the typical influencer endorsements and vanity metrics - Dove is making a tangible difference. Kudos to them for challenging the status quo and paving the way for a more empowered, body-positive future for women in India.

Interesting read