The beauty industry has an important role to play in empowering women worldwide aged 40+ and must move away from ageist language to better reflect the maturing confidence felt amongst this cohort, says Avon’s global VP of marketing.

Earlier this year, Natura-owned Avon released findings from its The Power of Ageing​ report that indicated 72% of women worldwide were now focused on looking healthy rather than young​ after the COVID-19 pandemic.

Findings from the Avon-commissioned Censuswide survey of 7,000 women across the globe also showed 67% and 64% said their confidence and self-esteem was improving with age.

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