Why do they use relatively young women in anti-wrinkle cream commercials?

Ahh that’s easy, it’s to suggest that You Too can look this young if you just use our product!

For the same reason they use false lashes in mascara commercials, people with great hair in hair commercials, etc. Marketing.

They think we want to look 23.

Because they have no wrinkles.

Honestly? Because I have a feeling younger women are the ones that are worried about wrinkles and want to buy the product being advertised. Most of the women that already have wrinkles, probably don’t mind (enough) anymore to buy an expensive cream that hardly works. The big money is in the demographic that’s afraid to get wrinkles and spends a lot of money trying to prevent them.

Because their customers are interested in the end result but the problem is that in advertising, that end result isn’t realistic.

They apply fake wrinkles to young women, so when they make the effect of them losing wrinkles, it’s a lot easier. Making older women ‘de-wrinkle’ would require lots of CGI!

I find it insulting. @markyy i would be happy to decrease my wrinkles. I bet they’re product doesn’t work so they don’t dare use an older woma who’s used the product with effect

@markyy GA. I never thought of it that way.

I’ve had wrinkles (“parantheses”) for several years now, and I’m only 20.

I guess I laugh/smile/smirk too much.

I’d make a horrible face model. :P

Man excuse my non-editing-i feel strongly about stuff like this

because they know that their products don’t work so they use models that don’t have any wrinkles in the first place.

No no no you have it all wrong those women are like sixty!!!! The product really works!!!!!

Because it just wouldn’t make much sense to use a wrinkled older woman to promote a product that removes wrinkles.

if they had before and after pictures, it would

I’m only 20 and I’m already starting to get crows feet. Probably from too much happiness. I’ll be sure to stop doing that…
haha

Crows feet are good, the outward sign of a smiler. It’s the other [bleh] ones I’m fighting- Oil of Olay regererist. I’m ashamed to say I don’t know what their commercials are like

It is known that most women feel—or believe themselves to be—much younger than they look, so advertisers count on the fact that older women will more willingly self-identify with a younger model than they would with someone who actually looks their own age. In the world of cosmetic advertising, the fountain of youth rules.

I was thinkin’ that it’s the same reason that Lane Bryant (retailer of clothes for plus-sized women) uses normal-sized women in their ads and normal-sized mannequins in their window. But I think @markyy might be on to something. After all, it’s the barely-pudgy gals who feel like they need to shop at retailers of fashionable clothes, whereas fat chicks like me are perfectly happy just wearing actual tents. ;)

@laureth made me smile

@laureth made me laugh.

I do agree this is typical for this type of commercials. I’ve noticed it and thought about how ridiculous it is. Lately I have noticed that there seems to be a little bit of improvement:

Diane Keaton is the spokesperson for L’Oreal’s Age Perfect – she is 63.
Twiggy, 60, is a spokesperson for Oil of Olay

I think Dove’s Campaign for Real Beauty was a fabulous trendsetter in showing people who could realistically use the product in their ads instead of perfect models – I hope it spreads far and wide.

I’m pleased to know my oil of olay has Twiggy. What a downer she was for a normally built teenage girl, she was.

I love my wrinkles, they are my Red Badge of Courage. I earned every single one of them. So I don’t care how inaccurate the advertising is, or whether the potion works or not I am saving my money to spend on Advil to counteract the aches and pains of aging.

From what I understand, there was a bit of a kerfluffle about a recent Olay ad with Twiggy in it. They Photoshopped it to a fairtheewell so it didn’t look like her now at all.

The advertisement

The reality

I understand that Diane Keaton doesn’t believe in plastic surgery, but I am sure they spruce her image up a bit, too. However, she looks a bit closer to her real age than Twiggy

@rooeytoo I’ve got lots of those! My health is out of my control but I can pretend about my face!

@Darwin all I can say is I want photoshopped!

@faye – I think I would just go for no mirrors. It’s less expensive and simpler.

@faye – you look very nice in your avatar!

lol, I do.