Article: The dilemma of being sexy over the age of 45

Maybe the Search for a Silver Fox show will challenge the young, slim, white, pretty conventional idea of beauty.

The dilemma in it is that it both challenges that idea and conforms to it by collecting people who largely fit all those requirements but with a single noticeable difference. They are predominantly white, slim, conventionally attractive and the marketing hook is that they’re older than traditional models. It could be a challenge to convention or it could just be what first year marketing students are taught to call a Point of Difference. A selling point aimed at the grey dollar.

Then we have to decide whether a clever marketing ploy cancels out the genuine benefit of making invisible people visible.

Full article here