Putting the spotlight on women 50+ | HerCanberra

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Putting the spotlight on women 50+

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It’s a common declaration that after turning 50, many women feel as if they become “invisible.”

Of course, it doesn’t help that the average age of models used in fashion and makeup ads and campaigns only seems to get younger and younger.

Canberra makeup artist Ali Price is helping to change that narrative, however, through a bold new makeup campaign focusing on mature Canberra women.

Ali, who recently returned from a stint in London and is a veteran in the makeup industry, is looking for four to six local models aged 50 and over to feature in the campaign, which is to be shot at the Kingston Foreshore on 3 June.

Images will be used on social media, website and in print, and models will receive a full makeover by Ali herself, as well as engaging in a conversation about their own personal beauty needs.

The campaign is looking to feature women who are well groomed with natural hair colouring, a healthy complexion and no obvious cosmetic enhancements or strong hair colour.

Ali, who is in her 50s herself, says she is looking forward to putting the focus on mature women.

Ali Price at work

“We’re so used to seeing makeup on young skin but women who are over 50 have skin and needs that are completely different,” Ali says. “A lot of the same products used on younger women are automatically used on more mature women, but those products can actually make them look older. So I’m looking at using products that will uncover rather than cover, and make the skin really glow and look beautiful.”

Ali says photos in the shoot will reflect the activities that a busy and socially active woman would engage in: for example getting ready for work, talking to clients, checking emails, answering calls, reading or exercising.

After the shoot, Ali is also looking to offer services specialising for women 50+ from her makeup and brow studio on the Kingston Foreshore. These services will include bespoke brow service, event hair and makeup and personal makeup instruction.

“These are women who are accomplished and busy, yet there’s often this vulnerability about where they are in life and how they’re presenting themselves,” Ali says.

“I hope this shoot will help with some of that vulnerability, and perhaps help other women get a bit of confidence back in being over 50.”

To enter

If you are interested in being part of this campaign, please send a recent headshot with your age and availability on 3 June to Ali at alipricemakeup@gmail.com by COB Friday 25 May.

Fine print: Models will be required to sign a standard model release form and the follow the usual time-for-print guidelines, such as: copyright remains with the photographer; models will receive the same photographs that the creative team selects for publication—the photos can be used for portfolios or personal use, but not commercial use. The photos will be released once the campaign is published. 

Feature image: Jenni McMullan, photographed by Martin Ollman for HERCANBERR Magazine. 

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