Why Brands are Hiring More Mature Models

For too long, the mature model was ignored, passed over in favour of a younger face. Ageism is by no means gone and forgotten but brands have realised that hiring mature models – usually defined as being over 40 years of age – places their products and services in front of their target demographic. What that means is models of all ages, sizes and heights can find work – and demand is showing no signs of slowing.

A change in attitude toward age

To put it simply, we are living longer. On average, life expectancy in the UK is 80. As we understand the need for better nutrition, the right exercise and how to live a healthy lifestyle, we live longer, healthier lives.

And that means work for mature models of all ages is more plentiful. Brands are realising that there is a new customer demographic buying their products and services. And with people no longer seeing age as a barrier, it’s no wonder that mature modelling is taking off.

What mature models can deliver for a brand

There are many reasons why brands are turning to the ‘older’ model;

• Reach a specific audience – a mature model that expresses a brand’s values in its next promotional and marketing campaign will place it firmly in front of a specific audience.
• Authentic – there has been a significant shift in customer attitude in recent years, especially around how genuine and authentic a brand is when it advertises its products and services. In other words, customers don’t want to see the same old thing. And that means presenting an image that connects with the customer, something that using mature models in some campaigns will achieve.
• Representation – age is not something that people use to define themselves. The population of the UK (and the world!) is made up of all kinds of people of different ages, ethnicity, shape, size… by using mature models (and others), a brand has a broader appeal.

Success stories of mature models

It can all feel like pie-in-the-sky with brands promising to be more representational in its marketing but, unless they really deliver, it remains nothing more than lip service.

There are, however, heart-warming stories of mature models enjoying success;

• Marie Helvin has been a model for decades but in her 60s, enjoyed a resurgence by modelling lingerie.
• Landing her first Vogue cover at the tender age of 15, Carmen Dell’Orefice is still enjoying modelling work in her 80s. As well as clothing, she has also modelled for Rolex amongst others.
• Daphne Selfe has been modelling since 1949 and is still enjoying success. As well as Dolce & Gabbana, she has also worked with GAP and Olay. If there is proof that age is just a number, Daphne is it.

Age is no barrier

Brands are realising the importance of using mature models in their campaigns as a means of connecting with a whole new bank of potential customers. In fact, customers are coming to expect different faces, different shapes, colour and ethnicities in promotional campaigns. To not do so is placing a brand at a disadvantage.

And, as they say, age is nothing more than a number…