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Gen Y fears wrinkles, loves Sarah Jessica
Isn't Gen Y a bit young to be in the market for anti-aging cosmeceuticals? No, apparently we’re not. Despite Dove’s “Campaign for Real Beauty” and the general spread of feminist ideas, women are buying anti-aging products at younger and younger ages. For this, we can partly thank the Sex and the City empire—a show (and now movie) lauded for pressing the feminist perspective with respect to sex, but whose characters can’t get by without the latest beauty and fashion products. Which brings us to the fantastic decision by Garnier to use Sarah Jessica Parker in its anti-aging commercials. Who better than someone with feminist cred to sell manufactured youth—even to Gen Y, since we’re evidently in the market for it? “But SJP is in her 40s!” you say. “How can she appeal to Gen Y?” If you haven’t noticed, Sex and the City is hugely popular among younger women. And let’s just say, this twentysomething now owns some Garnier Ultra Lift Deep Wrinkle cream.
—Posted by Rebecca Cullers
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June 16, 2008 in Cullers | Permalink
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Comments
Giving young women the fear about wrinkles is nothing new. There was an ad for some product that aired during the late 70s-early 80s, designed to spark worry about "skin over 25." That is the age, apparently, when it all starts to go to hell.
Posted by: rechercher | Jun 16, 2008 12:22:02 PM
But Parker been promoting Garnier hair color for years. Makes sense that they would use her for the skincare brand extension. I think you are making more out of this than it warrants.
Posted by: Maggie | Jun 16, 2008 3:14:48 PM
Sex in the City is NOT feminist simply because the women are sexually empowered. A major feminist critique of SATC is that while all four women are successful in careers, all they can do is obsess about men and dating. I've never heard Sarah Jessica Parker referred to as a feminist icon-- she's a style icon. As for the wrinkle creams, Generation Y has seen hundreds of Oil-of-olay anti-aging commercials since their teen years... it's been drilled into their heads quite a bit.
Posted by: Sara | Jun 17, 2008 2:17:28 AM
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