NEWS COPY
Women become comfortable with themselves at the age of 42, a study has found.
After spending their 20s and 30s worrying what others think of them, women finally feel comfortable in their own skin once they reach their early forties.
In fact, many described themselves during their twenties as ‘shy’, ‘insecure’, ‘inexperienced’ and ‘naive’.
But by the time they reach their forties and fifties, women are more likely to feel ‘happy’, ‘confident’ and ‘secure’.
The stats emerged in a study commissioned by P&G to launch Victoria.co.uk, their new online community and magazine aimed at women aged 50+.
A spokesman for Victoria.co.uk said: “Many say life begins at 40 and it seems that really is the case for many women.
“Your younger years may be more fun and energetic, but they are also full of insecurity and worry as you try to navigate early careers and relationships as well as learn what you enjoy and what suits you.
“But as you reach your forties, you settle down into your own skin and begin to feel completely comfortable in what you do, what you look like and what others think of you.
“So far from being seen as someone of a certain age – a polite, non-descript euphemism for maturity, women are now seen as being of a CERTAIN age - a new generation of timeless, inspirational women embracing their years and breaking boundaries in all aspects of life.”
The poll, of 1,000 women aged 50 and over, found the average female reaches a point where she feels comfortable with her life and appearance just after her 42nd birthday.
Once in their forties, 36 per cent of women said they felt ‘confident’, 28 per cent felt ‘happy’ and 26 per cent felt ‘secure’.
But during their young and carefree twenties, almost four in ten say they just felt shy, while 22 per cent felt insecure.
Others said they felt ‘inexperienced’ ‘unsure of their future’ and ‘anxious’.
As women get older and approach the ‘prime of their life’, 63 per cent say they feel more fulfilled than when they were younger and 67 per cent reckon they are now more self-assured.
A staggering 85 per cent feel more comfortable now they know what suits them, while 57 per cent of women have more of a lust for life.
Three quarters also admitted they care less what others think of them than they did when they were younger.
Campaign ambassador, Carol Vorderman, who launched Victoria.co.uk, said: “Life for women of ‘a certain age’ is dramatically different to that of our mothers.
“We’re part of the generation who pioneered the evolution of a woman’s role; pushing barriers in our homes, families, careers.
“My mother had always told me that from 50 it was downhill but I absolutely don’t agree. I’m finally living the life I’ve always wanted and loving every second! I’m living MY dream.
“I’m not a ‘woman of a certain age’ – I’m a woman of a CERTAIN age which is true of many women in this life stage.”
Victoria encourages women to ditch those fears, pursue the life-long dreams they’ve always held, celebrate the little things and do something different every day.
Editors include campaign ambassador Carol Vorderman and leading journalists Tamsin Blanchard, Zelda West-Meads, Patsy Westcott, Daniela Soave and Lynnette Peck covering a range of topics including lifestyle, culture, fashion, health and beauty and relationships.
Roisin Donnelly, Brand Director Northern Europe at Procter & Gamble said “Victoria brings together content, tips and expertise written by 50+ women for 50+ women who are living the lives they want.
“Through inspiring and entertaining content coupled with advice and tips, we hope that this audience will see a true reflection of herself, in all her glory.”
To kick-start Victoria’s mission, P&G is inviting all ‘women of a CERTAIN age’ to lead the change by creating the first ever crowd-sourced ‘manifesto for Women of a CERTAIN Age’ – encouraging 50+ women to show the rich reality of their lifestyle vs the way society perceives them by sharing what makes them proud to be a ‘women of a CERTAIN age’ at victoria.co.uk.
Register now at Victoria.co.uk to see articles written by our leading writers and receive tips, expertise, discounts and samples for P&G brands and take part in the ‘manifesto for Women of a CERTAIN Age’.
Top ten words to describe how you feel during your twenties
1. Shy
2. Happy
3. Sexy
4. Insecure
5. Inexperienced
6. Naïve
7. Optimistic
8. Confident
9. Unsure of their future
10. Anxious
Top ten words to describe how you feel during your forties
1. Confident
2. Happy
3. Secure
4. Responsible
5. Anxious
6. Unsure of my future
7. Self-assured
8. Insecure
9. Optimistic
10. Sexy
ENDS
