“Life is an exciting, beautiful journey, and we discover ourselves in it a bit more every day. And choosing products to help us figure out who our best self is, love the journey and fearlessly progress toward the destination is where the future (and fun) of beauty should lie. I am proud to participate in the mission of RoC® and the For Your Age campaign as this brand understands and celebrates every way a person wants to feel, and how they want to look.”- Thandie Newton
You’ve probably heard it before. But what’s the use in offering a compliment when it’s followed with “for your age.” A backhanded twist. As women grow older, the positive boost they once got from compliments is compromised by negative modifiers. Adding phrases like “for your age” impacts the way women feel about themselves, how they behave, how they dress or even their career.
A majority of women would rather not be served a compliment at all than receive one paired with the modifier "for your age"
Nearly 1 in 4 women feel it would be worse to admit their age to everyone than know than their salary
Digging into to this phenomenon, RoC® partnered with Wakefield Research to survey women aged 40+. The results confirm women would rather not be complimented at all than receive one paired with “for your age.” On top of that, over 60% of those surveyed have changed their behavior after being told their actions weren’t “age appropriate.” It speaks to the power of a few thoughtless words that smart, accomplished, beautiful women are changing their behavior because of expectations placed upon them by others.
In celebration of the 60 years RoC® has worked to advance the science of skincare, we want to help remove the negative subtext found in language used to discuss a woman’s appearance after age 40. It’s time to cut the qualifiers and simply recognize women for what they really are: beautiful, period.
Help us reset the vocabulary by sharing your #ForYourAge story to eliminate the negative connotations associated with aging.
88% of women refuse to conform to societal standards set for women their age