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I often find myself pondering beauty, and not just in the way you might think. While a big part of my day involves writing, talking, and reading about it—like researching skincare ingredients or evaluating the lasting power of makeup—I also contemplate beauty in everyday moments. Whether it’s noticing a striking woman on the street, hugging my mom and catching her new perfume scent, or even while doing mundane tasks like sorting laundry, beauty is a constant thought for me.
Lately, I’ve realized that although my passion for beauty is growing stronger, I’m becoming less fond of many current makeup and skincare trends. Could this be due to my age, or do other women feel the same? As a 37-year-old with disposable income and little free time, I appreciate nice things that lift my spirits during stressful times. I’m not interested in bizarre beauty hacks or excessive makeup trends that leave me looking like a Disney character.
This brings me to the new You x Max Factor campaign, which embraces beauty for grownups. It focuses on beauty products designed for busy women, offers practical tips, and showcases inspiring women rather than following fleeting trends. This approach resonates with who we are—women with careers, personal projects, and varied life experiences. It’s about Beauty with Depth, catering to both our inner and outer selves.
The You x Max Factor campaign arose from a global survey of women aged 30-55, which revealed a desire for relatable beauty advertising. Surprisingly, only a small percentage of women felt current ads were aspirational or represented real women. The message is clear: beauty is more than appearances—it’s about personality and character, which current advertising often overlooks.
In response, Max Factor is changing how they create and promote products, recognizing busy women need quick, effective solutions and representation by confident, experienced women who view beauty as multidimensional.
What do you find appealing in beauty? Does current beauty advertising resonate with you, or is it missing the mark? Do you seek perfection, or does personality and a touch of humor win you over?