“it’s about this demographic of women really coming into their power and owning it and really taking this period of their lives to pivot in the ways they want to — and that’s in everything with beauty, wellness — all of it,” she told people, adding that some women feel they aren’t entitled to self-care because they’re older.
a little celebrity power never hurt
clearly, after more than five decades of growing up in the public eye, shields is using her celebrity power as a catalyst to get information out that will help other women feel seen and supported as they age.
“it’s an attempt to combat the erasure of women’s experiences in media and marketing, and re-centering women over 40 as whole, vibrant people who have evolving experiences and needs as we age,”
she told biz women.
but shields, who first garnered acclaim for her role as
violet, a 12-year-old prostitute, in the 1978 film “pretty baby,” isn’t the only one working to amplify the beauty and possibilities of later life. according to the toronto star, there’s a new celebration of women in what’s called their “third age” of 50s, 60s and up, where fashion and beauty brands are showcasing 50-plus women in branding.
even forbes magazine, renowned for lists of top achievers under 30, has a
50 over 50: the new golden age list of women “who are part of an exhilarating movement redefining life’s second half and proving that success has no age limit.”
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