Advertising’s looking more like us
Companies hope older models lure older customers
Hey, baby boomers and retirees. If you think you’re seeing yourself reflected in more ads lately, you don’t have to check your vision.
In a shift from what has been predominantly a youth-driven culture, advertising is looking more like us — with gray hair, curves and crow’s feet — as companies are increasingly booking older models to court older consumers.
Especially with the economy improving, they’re hoping to make buyers out of seniors who lead an active South Florida lifestyle, gamble at local casinos, buy luxury cars and book cruises.
“With the economy being so bad and coming back again, advertisers are banking on the dual-income couples who are traveling more and taking more vacations,” said Allee Newhoff, of Elite Miami Model and Talent Agency.
The key, advertising analysts and model agency representatives say, is to seek more mature models who naturally look their age and are relatable to seniors.
“The population is getting older, and we also have a significant proportion of older people who are not just living longer but healthier and with money to spend,” said Kimberly Taylor, a marketing professor at Florida International University. “Marketers are taking notice.”
It’s a trend that’s also seen in Hollywood and magazine spreads. Actor Diane Keaton, 66, has appeared in TV ads for Chico’s clothes, while talk-show host Ellen DeGeneres, 54, regularly appears in print and TV ads for Cover Girl cosmetics. And MAC Cosmetics collaborated on a collection with 90-year-old Palm Beach fashion personality Iris Apfel, who was featured in print ads as well.
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Read: “Advertising’s looking more like us,“ an article by South Florida Sun-Sentinel.