Against Ageism

Meet the Team

EMMA SHUAI JYOTIKA CHENYUE RAHAT

ARLANDIS WANG SAIGAL QIAN ALAM
Our Agenda
I. About Ageism

II. The Role of YSL Beauté

III. Our Suggested Solutions
 Ageism refers to the stereotypes (how we think),
prejudice (how we feel) and discrimination (how
we act) towards others or oneself based on age.

- World Health Organization

AGEISM AGEISM AGEISM
Socially Constructed and Reproduced at all levels of society.
A woman's Body Image is a significant source of Self-Esteem
→ dragged down by the current beauty industry as labelled as socially undesirable.
No Representation → Lack of inclusion of images of women above 40 years old.
Glorification of Youth = Beauty | Old = Degenerescence
Women of all ages receive anti-ageing messages.
What does the PRESS talk about women turning
30, 40, 50 and 60 years old?

"By your 30s, you realize you can
make your own framework for
life, and other people can choose
to be in it if they want to."
30
years old
“As women enter their 30s, they
may start to notice changes to
their body, whether it’s slower
metabolism, looser skin, longer
healing times, less energy, etc.,”
explained Dr. Cindy
"Ageism is far worse for women than sexism" (Lynda Gratton, 2018)
Women in 40s must watch their
weight to deal with menopause-
related body fat, say experts
Why do women start gaining
belly fat in their 40s?
40
years old
HEALTH IN YOUR 40S: By this
time you are often settled into
your career and life. Your 40s,
however, can be stressful as you
become sandwiched between
career choices, caring for aging
parents, and/or raising a family.
MEN: "He told me that by 50 he
wanted to achieve certain things
at work and try his hand at
something new"
How to Regain Muscle Strength
Back After the 50s in Women,
Expert Shares Tips
50
years old
"50 is an age and a cultural
milestone, marking half a century
lived and decades yet to unfold. "
"60 means: It feels you have been
on this Earth for a really, really
long time"
60
years old
"In my 60, things have gone
wrong inside me and the most
obvious symptom is that I am
perpetually tired"
 Desirable
Distinguished
Wise
Knowledgeable Unattractive
Powerful Incapable
Handsome Dependent
Rich Tired
Attractive Outdated
Lonely
Retired
Undesirable

As soon as women show any visible signs of aging, they are viewed not
only as less attractive but also less competent. (Bonnie Marcus, 2020)
 The Ageism Phenomenon
Gendered ageism is real and women over the age of 40 feel the sting especially when it comes to being hired.
Women are the primary victims of age discrimination in hiring and they are driven out of the workplace
earlier than men.

48.5% of the French female population is more than 45 years old. (As of 1st January 2020; INSEE)
In France, people describe 41 as the age they stop being young (Abrams et al. 2011),
Women respond to ageism and discrimination against older people by engaging in beauty work such as hair
dye, make-up, and non-surgical cosmetic procedures, in order to fight social invisibility (Clarke and Griffin
2008).
Our Target Audience

Gender: Females
Age group: 45 years old +
The Rise of Silver Economy
Currently, 19% of the European Union’s
population is over the age of 65. There are 36%
more females aged 60+ than males.

By 2030, the total annual spending power (in

2011 PPP $) by people aged 60 and over in Europe
is expected to increase 39% to over $5 trillion.

Currently, the 60+ cohort represents 28% of

Europe’s $13 trillion total spending power. By
2030, this will increase to a third of Europe’s $16
trillion spending power.
 The Faces of YSL - Beauty Ambassadors
The age distribution of YSL ambassadors is between 19 and 33. This was further verified by
analyzing the first 100 results for "YSL Beauty Ambassadors" from a search engine.

Brynne Rosetta, 19 years old Barbie Ferreira, 25 years old Indya Moore, 27 years old Zoë Kravitz, 33 years old
The Role of YSL
Becoming a pioneer in the fight against ageism

Promoting "Successful Aging"

Fighting against unrealistic beauty standards for women

Empowering women by representing them

Connecting with female consumers over 45 years old

Today's young consumers will be tomorrow's older consumers.

SHIFTING THE BRAND DNA OF YSL

From Luxury, YOUNG and Edgy...

To Luxury, FEARLESS and Edgy

Bold, confident, courageous, daring, dynamic, spirited, audacious

"Three words" about your impressions of Senior Women
and YSL Beauty
A survey has been done with 129 people, expressing their feelings towards senior women (aged above 45) and also YSL Beauty.
Geo-demographical Data:
23% Male, 77% Female
39% Gen-Z (18-26 yo), 18% Young Millennial (27-33 yo), 27% Mature Millennial (34-40 yo), 16% Gen-X (41-56 yo)
46% Europe, 7% North America, 31% Eastern Asia, 16% Southern Asia
40% of frequent buyers of YSL Beauty, 35% at least one-off consumer, 25% never purchase but with brand knowledge

39% Gen-Z, 18% Young Millennial, 27% Mature Millennial, 16% Gen-X

46% Europe, 7% North America, 31% Eastern Asia, 16% Southern Asia

23% Male, 77% Female

40% of frequent buyers, 35% one-off consumer, 25% never purchase
 2 3
1 The Story
The choice of persona.

The Image
The choice of models.

The Product
The choice of terminology.
1. The PRODUCT
The product carries the brand's message
directly to consumers

The terminology used should be

promoting wellness and self-care for a
healthy skin

Should not carry a negative message,

reinforcing the stigmas on ageing.
The current YSL product proposition
The current YSL models used for anti-ageing products
 The current terminology
Lines away
Erase wrinkles
Anti-wrinkle
Youth Liberator
FOREVER
STAY YOUNG
Anti-age cream

Other words to avoid: 'age prevention’, 'youthfulness', ‘age delay’, ‘age control’, ‘ageless’, ‘timeless
skin’, ‘age diminishing’, 'eternal youth', 'wrinkle treatment'.
The proposed terminology

PROTOTYPE
Radiance, Glow, Luminosity, Brightening
Dewy, clear skin
Even, Smooth skin

PROTOTYPE
Detoxifying, Antioxidant
“Photoaging” treatment = sun damage treatment
Moisturizing
Firming
Recovery for tired-looking skin
ANTIOXIDANT
Self-care &
FIRMING
Do not aim for perfection, but rather for healthiness
What other brands have been doing
What other brands have been doing

Drunk Elephant:
radiant positive
pro-skin brand
€ 2.4 M in 2021
Instagram trending

One step further?

2. The IMAGE - Representation
Website - Going beyond skincare
Our suggestion:
products

Create make-up video tutorials of women doing their

makeup (inspired by Vogue), with advice from MUA

Women above 40 years old do not suddenly stop

wearing makeup and using only anti-ageing products!

Customer can select their age group to see content

tailored for them --> video of a model of the age group
selected appears, and she can show how to use best the
products and give tips.
 Select your preferred profile for this tutorial
View now our tips, tailored by our MUAs for you to find your new favorite look.

Example:Vogue Beauty Secrets Videos

Caroline Labouchere, 55 years old
Han Go Eun, 47 years old
JoAni Johnson, 67 years old
Milva Spina, 62 years old
3. The STORY
Portraits of women that meet the brand DNA

Tom Ford’s Forever Love Campaign

“I am tired of the cult of youth. The cultural rejection of old age, the
stigmatization of wrinkles, grey hair, of bodies furrowed by the years. I am
fascinated by Diana Vreeland, Georgia O’Keeffe and Louise Bourgeois,
women who have let time embrace them without ever cheating. Society
today condemns this, me, I celebrate it. For this session of fine jewellery, I
imagined a man and a woman who had been together for a long time,
faithful to each other and always incandescent with desire.”

- Tom Ford
Social Media Presence:
create a story
Represent women of 45 years old and above
Partner with KOLs (influencers or celebrities)
Tell a STORY (example of Chella Man video)
 Jacquemus, portray of the designer's grandmother
Jacquemus, portray of the designer's grandmother
 Confident & intimidating aura
Strength, powerful
Sophisticated, elegant and classy
Wisdom and experience
Independent and determined
Fearless
"Silver Muse"

Tiffany & Co, PHOTOGRAPHED BY RENELL MEDRANO.

Joan Didion, Celine Campaign Spring Summer 2015. Angela Molina, by Loewe Carmen Dell’Orefice, by Delvaux
A celebration of LIFE
Our message here is to:
Celebrate women's bodies and their flaws
Wrinkles have to be honored, they are proof that a woman has
LIVED
Beauty standards have changed throughout history. It is now
time for us to shift them towards a healthier and more inclusive
direction.

There is beauty and poetry everywhere, you might just not see it yet!
LUXURY, FEARLESS & EDGY

THANK YOU.
ANY QUESTIONS?
Model: Colleen Heidemann