ENGLEWOOD CLIFFS, NJ, (May 25, 2016) - Whether in social media or magazine headlines, the ageism conversation around women being "too old" or "too young" to pursue seemingly every activity under the sun has never been greater.
POND'S® – a global skincare brand rooted in heritage and innovation – surveyed* 1,000 American women across generations to better understand how they perceive age limitations in their own lives. POND'S® uncovered that nearly 7 out of 10 women – from Millennials to Baby Boomers – agree that society places arbitrary age limits on what women can do. Knowing this, 92% percent of women still feel a woman can be too old or too young for certain activities and assigned threshold ages to everything from dating online and getting married to starting a family and even changing careers.
This dichotomy inspired POND'S® new #AntiAgeLimits initiative with actress Jordana Brewster for its Rejuveness moisturizer. Both partners believe that age limits shouldn't hold women back from becoming their best selves at any age. Made with collagen, vitamin E and alpha hydroxy acids (AHAs), Rejuveness is ideal for women of all generations since it helps moisturize, smooth and improve the healthy appearance of skin.
Selling one jar every 10 seconds**, it defies the limits of what one jar can do. With over 70% of women overwhelmed by the amount of anti-aging skincare options at the shelf and the majority using between two to five products, Rejuveness is an effective and smart solution.
POND'S® ambassador Brewster has experienced age limits herself firsthand. "Everyone seems to have a preconceived notion of what your timeline should be."
Brewster continues, "I've personally had a very unconventional path. I delayed school to start acting at a young age – despite many telling me that I should wait until I was older – and now that I've been acting for years, people seem surprised to hear that I'm hoping to try my hand at new things like writing and producing as I get older." Her advice to women? "Don't let anyone tell you that you're too old or too young."
"Even as new doors for women continue to open, the research clearly shows that there's still plenty of work to be done in erasing the notion of what is 'age-appropriate'," says Unilever Skincare Marketing Director Suzanne Palentchar. She continues, "POND'S® has been delivering skincare solutions to women – and watching them defy age limits – for over 170 years. Given the brand's rich history, it made sense to survey women of all ages and get a pulse on how they're perceiving age limits and feeling the impact in their own lives."
The Results Are In: Are You Ever Too Old or Too Young To …
Almost every woman surveyed felt there are one or more activities that women are too old or too young to pursue.
- Dating online: 59 is too old & 20 is too young
- Wearing makeup: 65 is too old & 17 is too young
- Being the CEO: 59 is too old & 24 is too young
- Having kids: 46 is too old & 20 is too young
- Starting a new career: 55 is too old & 23 is too young
- Getting married: Age 64 is too old & 19 is too young
- Backpacking around the world: Age 54 is too old & 21 is too young
POND'S also discovered differing generational viewpoints when it comes to aging and its perceived limitations:
- Millennials claim to see signs of aging starting from age 18 – 29 – earlier than Gen X-ers and Baby Boomers
- 83% of Baby Boomers feel you are never too old or young to fall in love
- Only 1% of Baby Boomers felt you can be too old to use the internet
- 40% of Gen X-ers were most comfortable with themselves in their 30's while 31% of Baby Boomers were most comfortable in their 50's
Visit to learn more about Rejuveness Anti-Wrinkle Cream and POND'S® full range of skincare solutions. Exclusive video content with Jordana along with her tips and a $1-off coupon for Rejuveness will also be available on the site. Women everywhere are encouraged to share and show on social how they're defying age limits (tagging and using the hashtag, #AntiAgeLimits).
POND'S® is a brand that's watched women defy age limits for over 170 years. A global Unilever brand, POND'S® is part of the company's Sustainable Living Plan – a commitment to empower five million women by 2020 and supply them the rights, skills and opportunities they need to build a brighter future.
POND'S® is best known for its exceptional variety of cleansing and moisturizing products that help women achieve healthy and radiant skin. POND'S® iconic Cold Cream Cleanser remains a cult favorite amongst industry insiders, as does the brand's Towelettes and range of moisturizers, including Rejuveness. POND'S® products are available at drug, mass merchandisers, club and supermarkets nationwide.
*About the POND'S Survey
This survey was conducted by MetrixLab, a Macromill Group Company, online between April 29th, 2016 and May 4th, 2016 among 1,087 American women ages 18 – 65. The margin of error is +/- 3 percentage points at the 95 percent confidence level. To note, age threshold questions were based on reduced and varied sample sizes by activity. The margin of error for any subgroups will be higher.
**Based on 52 week unit sales of all jar sizes ending 3/12/16