New global research shows that most mature woman still hesitates when asked their age.
We may be surprised by this, as we thought we have moved on… but according to the latest research done by Dove, only 10 percent of women are actually proud to reveal how old they are. Most will conceal their real age as they believe that revealing their age can influence how people perceive their beauty.
Media has recently tried to rectify the wrongs by glamourizing mature woman in print and online beauty and fashion campaigns, but it seems we have a long way to go -- the pressure from society to keep looking younger is so great that a staggering quarter of all women feel judged on how old they look by the people around them.
Age is a source of anxiety for all women, which generally peaks in their early thirties, but is felt as early as in their teens. This latest video by Dove, raises the question about when women start to feel anxious about their age. It shows girls proudly stating their age while women avoid the question.
"In a world where youth is synonymous with beauty, women feel that they have to look young to be considered beautiful." said Sphelele Mjadu, Dove PR Manager. "Dove produced the video to encourage women to reconsider their beauty and understand that they are beautiful regardless of their age".