Older men find older women "just as attractive" as their younger counterparts, survey shows
6 April 2006
More than half of senior French men polled say a woman's beauty peaks in her 40s
HONG KONG — MTV booty-shaking minx or Catherine Deneuve? In a recent Synovate survey of seniors aged 55 or older, there is no contest – nearly 40 per cent of men in 12 key markets said older women were just as attractive as their younger counterparts. And in a day and age when Hollywood roles for older actresses are in rapid decline and Botox use starts in the teenage years, this is refreshing news.
The study was conducted among 3,481 seniors in France, Germany, the US, Japan, Greece, Hungary, South Africa, Slovakia, Italy, Romania, Hong Kong and Korea. Questions asked of respondents ranged from their perceptions of beauty vis-a-vis age, the age they think a woman's beauty peaks and the least beautiful thing about men and women as they age.
Apart from the 50 per cent of Greek men and 33 per cent of Italian men who point out weight gain as the least attractive aspect of women getting older, a flattering majority of men in most markets surveyed find mature women every bit as attractive – wrinkles, grey hair and all. Still feeling ancient? Book a ticket to Germany, where six out of 10 older men think older women are simply gorgeous.
The least beautiful thing about women as they get older, according to men aged 55 or older
Interestingly, both men and women held fairly the same opinions on when a woman's beauty peaks. For the French and Americans, the 40s are the golden age. Not so for South Africa, Hong Kong and Korea, who say a woman's looks peak in her 20s. Youth equals beauty for 11 per cent of South Africa respondents, the highest among all markets surveyed, who agreed with the statement 'Beauty is for young people'.
Is an ageist frame of mind behind this? It's more of regret, says Synovate's Jon Salters, managing director for Sub-Saharan Africa. "South Africans do not age well! We live in a sun-drenched climate where the impact of UV rays has only been taken seriously by some of the population in the past two decades. Hence over 50 per cent of both senior men and women see beauty peak in the 20s and 30s. It appears that seniors wish they had looked after their skin better in the past, which explains their dislike for wrinkles."
Age a woman's beauty peaks, according to women aged 55 or older
In general, about three in 10 women claim to spend just as much money on cosmetics as they used to when they were younger. About 20 per cent spend more money now that they're older – 40 per cent in France. About a quarter of women over 55 do not buy makeup anymore, with Greece leading the way at 68 per cent.
Is the loss of beauty something to be mourned? Not really, respondents chorused. For 57 per cent, beauty "is part external appearance and part how a person is on the inside", a statement even 63 per cent of Hong Kong seniors – who said beauty was in the first flush of youth – believed in.
The French have the last, encouraging word on beauty in the golden years. "French people consider beauty a complex issue," says Stephane Courqueux, Synovate's managing director in France. "Beauty comes from within and is a process that can only be achieved through taking care of oneself and taking full advantage of life's positive experiences. As a consequence, mature men and women can be as attractive as younger people, with beauty peaking at around the age of 40."
"The outside of the body reflects what is going on inside. A loss of control in the figure is more of an issue in France than an aged face. These high standards can only equate to good news for marketers who have a pliable market willing to buy their products."
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.