We love how over the last couple of years there’s been a real pushback against the term “anti-aging,” which used to be bandied about freely, as if aging were a disease or disgrace to be avoided at all costs. NextTribe is all about age-positivity, and so we’re heartened to see that industry giant Procter & Gamble is launching a new beauty brand, SeeMe, that is unapologetically for women of a certain age.
It’s clearly got some marketing muscle behind it and is engineered to appeal to a sophisticated sensibility: The campaign that just launched says that it is “skincare for ‘80s girls” (those of us who came of age in the 80s and who are now 50-plus). The packaging for its first skincare products (a cream, $45, and a serum, $55, available online) is a graphic hit of black and white with pops of orange and hot pink.
Three Women on a Mission
The story, according to the website, is that the brand is the brainchild of three women: Tiffanie, a beauty maven; Alexis, a designer; and Christi, a scientist (oddly, no last names are given). The trio worked in the beauty biz and were sick and tired of seeing products that were all about turning back time.
They created SeeMe Beauty for “women like us who don’t want to erase the face that’s lived and loved. They just want to show up with their best skin every day.” They focused on getting estrogen-depleted skin to be more resilient and hydrated, and their products can supposedly achieve just that in four weeks. The formulations incorporate a special combination of five natural ingredients: artichoke extract, avocado oil, dill extract, turmeric, and Vitamin B3. Keeping with the natural ethos, no sulfates, parabens, or artificial fragrances go into SeeMe products.
Regardless of whether the products become a staple for our age group or not, we’re happy to see recognition that women our age are worth targeting with new launches. And the statement SeeMe makes about aging—that it’s all about women who don’t want to “erase it but rock it”—speaks to us, loud and clear.