Does age really matter when it comes to brands?

“I finally figured out what I wanted to be when I get older… younger.”

I hated being a kid! I have spent most of my childhood life wanting to be older. I guess I finally got what I wanted… I got older. But wait… now I want to be younger, to turn back time! What the hell! I’m certain that most people feel the same way as I do. Is age really just a number?

Living in Los Angeles and Western Society in general, we are obsessed with youth. To be young is everything. It’s the epitome of beauty, vitality, and the most exciting time of our lives. So much so — that our value in society seems to decrease the minute our physical appearance starts showing any signs of aging. Yep, that’s right — once we see worry lines and crow’s feet, we know it’s time for botox, expensive facial treatments and products.

And, to add insult to injury-it seems like we are suddenly being ignored as well. Just look at the number of glossy images in magazines, newspapers, television, or online — older people are noticeably absent. And, of course, let’s not forget the AARP mailers and advertisers we receive almost daily. So, are we really surprised that to stay young, we turn to beauty treatments, anti-aging products, pills, sports cars, affairs, and other insane life choices?