SeeMe Beauty: Another Nail in the “Anti-Aging” Coffin

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.