Despite Helen Mirren looking great in a Bikini - women over 45 feel “too old” to wear this summer’s trends

New research from Dove ProAge reveals that despite being the most confident generation yet, many women over 45 actually dread the summer because of a lack of self-confidence on the beach and on the high street.16-07-2008

The study of 1,000 mature women published today found that nearly three quarters are less confident about baring skin in the summer than they once were, with one in three (33%) believing they are “too old” to carry off this summer’s fashion trends.  As a result of this crisis of confidence as many as half say they “hate” the way they look in their holiday pictures.
However, it’s not all bad news. The results also show that women have been inspired by celebrities like Kim Cattrall, with over 50% thinking that it’s still possible for women over 45 to look fantastic in a bikini.
To help UK women embrace the summer and feel as confident as a Hollywood star Dove has linked up with a panel of health, beauty and fashion experts to launch the Dove ProAge Summer Confidence Campaign.
The panel includes resident LK Today fashion guru, Mark Heyes, “Green Goddess” fitness expert Diana Moran and nutrition and skin health expert Tina Richards. The team will be conducting a series of radio workshops and giving top tips and advice this week. Dove ProAge is the first care range from Dove designed to meet the specific skin and hair care needs of those over 45 and since its launch last year ProAge products have been snapped up by one in five women over 45 in the UK.
Dove ProAge Brand Manager, Rose Gray, comments: “Despite the fact that 42% of women over 50 feel more confident in their own skin than every before, it’s clear from the research that many still need a bit of a boost during the summer. The Dove ProAge philosophy is that feeling confident and looking good is about celebrating your age and we hope that, with a little help from our panel, we can help the nation’s over 45’s embrace their bodies and have a fabulous summer.”
Dove ProAge fashion ambassador, Mark Heyes comments:  “Fashion can make a massive difference to your confidence and the way you carry yourself.  Regardless of age, looking and feeling good is about embracing what you have and making the best of yourself.  The trick is to learn to accentuate your best bits and minimise your problem areas. Nearly one in five women polled said they’d love some advice on summer trends so I’m really excited about being involved. ”
Diana Moran, ProAge fitness ambassador adds: “Mature women today who have kept healthy and young at heart not only look better but also feel better, and summer is the perfect time to get outdoors and active. Choose an activity that you enjoy so it doesn’t become a chore.  Even simple things such as dancing, walking or gardening will add colour to your cheeks and do you good.”
The Dove ProAge Panel’s top tips for Summer -
• Make the most of your look – Mark says “Women over 45 shouldn’t be afraid of this season’s towering wedges.  Don’t be afraid to cast aside those old flip-flops and embrace your fabulous self.  Invest in a pair of simple cork or raffia wedges and wear them whilst beside the pool. They will not only lengthen your legs and make you feel more confident, but are also really comfortable.”
• Feed your skin –  “The essential fatty acids that are important for healthy skin are found in olive oil - but it only provides for the lower levels of your skin” says ProAge nutrition and skin care expert Tina.   “During the summer it’s important to replace moisture in the skin.   Use Dove ProAge Cream Oil Body Lotion - it has plenty of rich emollients, glycerine and olive oil to give extra nourishment to skin.”
• Get in shape –   According to fitness guru, Diana “You don’t need to become a gym bunny to look great on the beach this summer.  Simple things such as dancing, walking or gardening will help get your body toned and looking its best for the summer months.”