A new report looking at age and beauty that was published a couple of days ago reveals how, despite societal stereotypes, women are growing more confident when they reach their 40s! So, if you are about to hit the big four zero, then get ready because your confidence level about how you look is about to hit a new high.

The study, which was commissioned by Neutrogena, indicates that almost a quarter (22%) of women in their 40s report feeling the most empowered they have ever felt on reaching this age bracket, and a fifth (20%) feel the most successful. Women across Europe, Middle East and Africa (EMEA) took part in the survey, which revealed women’s attitudes towards aging.

With Age Comes Confidence

Through the years, women have revered their youth, and have wanted to hold onto it for longer. However, it seems this sentiment is no longer true. The age and beauty research revealed that, as women age, they feel more secure in themselves. 59% of women in this age group said they feel empowered to make their own life choices, achieve goals they’ve set themselves and to speak up for what they believe in. When asked at what age they felt the most insecure, on average of only 8% of women aged 40 chose their 40s, reflecting the security and self-belief that women develop as they grow older.

Balancing Careers with Motherhood

There is a generational shift in how women see themselves when it comes to careers and parenting. On average, the prevailing way women in their 40s see themselves is, either as a devoted mother (19%) or as a successful working parent (19%). In comparison, women in their 20s describe themselves first and foremost as either career-driven (20%) or a thrill seeker (19%). This shows the shifting priorities women feel as they age, moving from career towards the family.

Despite this, age is no longer seen as a barrier in the pursuit of a dream career, in fact, quite the opposite. A third of women (33%) in their 40s changed careers because they felt inspired to try a new career path, whilst the biggest drive for women in their 20s were seeking a higher salary (64%).

Skincare Trends

Across Europe, the Middle East, and Africa, according to the age and beauty study, women in their 40s arguably place greater importance on their skincare as they age. When choosing skin care products, the importance placed on ‘price’ as a factor decreases with age as they are more willing to pay for better quality products in their 40s than they are in their 20s.

They also place greater importance on skincare that suits individual needs than those of a younger generation. 60% of women in this age bracket choose products based on dermatologist recommendations, whilst 61% of women in their 20s choose their products based on price. Interestingly, there is a greater awareness of, and desire for, advanced ingredients amongst the younger generation. 28% of women in their 20s believe advanced ingredients, such as retinol or hyaluronic acid, matter most when choosing a skin care product, compared to 23% of women in their 40s.

Neutrogena Cellular Boost

The study was published during the launch of the Neutrogena’s new skincare line – Neutrogena Cellular Boost. The range harnesses some of the most recognized anti-aging technologies to cool down the visible signs of aging caused by cellular burnout, which is accelerated by stress and fatigue. The line features an array of products to help women radiate confidence from the inside out, with unique formulas that accelerate the skin’s natural renewal process, leaving it re-energized so that wrinkles are reduced, and tone and elasticity are visibly improved.

What are your thoughts on age and beauty? Are women in their 40s more confident than when they were in their 20s? Feel free to engage in the comments.