P&G and AARP Challenge Stereotypes with a roundtable to tackle the impact of age-related bias on women’s health
AARP’s Disrupt Aging® and SeeMe Beauty, a new P&G brand, seek to join forces to educate, challenge stereotypes and positively influence perceptions around beauty for women as they enter their 40s and beyond. SeeMe Beauty is a first-of-its-kind line of skin care products with ingredients that were selected specifically for their effectiveness on estrogen-depleted skin. Disrupt Aging is a movement sparked by AARP to change how we think about aging by challenging outdated beliefs and seeking new solutions to empower all of us to choose how we live as we age.
Over the course of one week in November, the teams will join forces and deploy micro-influencers to spark an honest, authentic dialogue about the perception vs reality of the lives that women in their 40s, 50s and beyond are leading. Told in their own voices, their stories of what they have accomplished – and sometimes in spite of – the various changes that happen with age will encourage their audiences to join the national conversation that culminates in a virtual interactive roundtable event at 5:30 PM EST on November 19, 2020.
The roundtable will be moderated by Michelle Lee, editor in chief of Allure. Allure, a leader in the positive aging movement, banned the term “anti-aging” from its vernacular in 2017. Other participants in the roundtable event include:
- Barbara Hannah Grufferman, journalist, author and Founder, Menopause Cheatsheet
- Denise Pines, President, California Medical Board and Founder, Wisepause
- Shirley Weir, Founder, MenopauseChicks.com
- Yvette Pena, Vice President, Multicultural Leadership, AARP
- Christi Putman, Senior Director, Research and Development, P&G and Co-Founder, SeeMe Beauty
All-female team within P&G sheds light on the beauty of aging
SeeMe Beauty’s co-founders – Tiffanie Papp, Alexis Schrimpf, and Christi Putman – have collectively worked in the beauty business for almost 50 years. They are industry veterans in their 50s with a passion for ensuring that women like them are seen, represented, and embracing beauty and aging in a new way.
“A majority of skin care brands are so focused on attracting new users that they ignore older women altogether. For example, most product testing cuts off at age 45. It’s a shame the industry ignored and overlooked us for so long. Not anymore,” declared Alexis.
Drawing on insights collected from a P&G multi-decade skin care study, they created the SeeMe Complex, a blend of ingredients selected specifically for estrogen-depleted skin. Christi, SeeMe Beauty’s team scientist, said, “The hero ingredient, artichoke leaf extract, is the first ingredient we found that actually works faster on mature skin than younger skin.”
The brand’s equity and communications hearken the retro vibe of the 1980s. They’re not interested in labeling SeeMe Beauty as an anti-aging brand with claims to turn back time. Instead, they celebrate age in a fun, confident, empowered way – the way ladies of the 80s deserve to be seen!
“SeeMe Beauty is joining forces with AARP’s Disrupt Aging® movement as another step in P&G’s long history of advancing diversity and inclusion as a force for good,” said Tiffanie. “We are proud to call attention to age-related bias and shed light on the beauty that comes with age. Working with AARP’s Disrupt Aging® movement will help us more boldly challenge outdated beliefs about aging that will change the conversation.”
For more information and to register for the roundtable event, click here.
*Disrupt Aging®, an initiative of AARP, is a call to change the cultural norms around aging. We do this by challenging outdated beliefs about what it means to age and sparking new solutions so we can all choose how we live as we age.
AARP is the nation’s largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age.
