Australian skincare brand Biologi has challenged ageism in the beauty industry through its use of an older model in its advertising.

The ad campaign features 62 year old model Rachel Waller, who is marketing the brand’s latest Bm Regenerate Anti-Ageing Serum. 

“The current ideals seem to focus on younger looking skin so when Biologi approached me to work with the brand I was seriously thrilled!” she commented in a statement.

Whilst most beauty ad campaigns rely on retouching images of their models, the Biologi ad campaign refused to edit Waller’s appearance, nor use any concealing make-up products that hide her features. 

“That excitement only increased when they suggested the idea of launching the images without retouching. I think the photos celebrate beauty, flaws and all, and encourage women to be okay about ageing,” Waller continued. 

For decades, the fashion and beauty industry has normalised the use of younger models ranging from teens to mid-thirties for most beauty advertising or modelling opportunities.

This has caused many older women to feel excluded from the industry with the perception that many signs of ageing are being seen as “undesirable”. 

One US report found that 74% of women aged 55-73 and 64% of women aged 39-54 felt that older women were underrepresented in the beauty industry. 

That same report found that women in these age categories also felt that the beauty industry didn’t create products that consider their age demographic.

However, there have been clear signs of change in attitudes towards older models, and older features within the industry.

Fashion runways have started to embrace using older models on their catwalks, most recently Fendi incorporating models Penelope Tree and Yasmin Le Bon at Milan Fashion Week 2020. 

Beauty brands have also started embracing older “beauty ambassadors”, most notably Jane Fonda, Dame Helen Mirren and Celine Dion all serving as L’Oreal beauty brand ambassadors.

Although ageism and older model representation continues to be an issue, there are hopes that through campaigns like Biologi’s will help normalise older models within the industry.