The power in ageing

The power serum

As a result of the pandemic, women want to be kinder to themselves, and to their skin.

Over two thirds (70%) of women prefer skincare products that have a gentler formula, and say they avoid skincare products that can have harsh side effects, even if they deliver fast results.

More than two thirds of women across all ages say they instead seek products that will ‘fuel’ their skin to feel at its most powerful (65%), while half of women (51%) want to use multi-purpose skincare products that deliver more than one benefit in their routine.

Our latest research also found 64% of women choose to use products that have been scientifically proven to work.

Anew Renewal Power Serum is powered by Avon’s world exclusive Protinol technology, which helps to restore 7 years of collagen loss in just 7 days for dramatically firmer, smoother, healthier and more radiant looking skin, and at irresistible value. What’s more, it is proven to smooth lines and firm skin - and without the irritation that some Retinol users experience.

The power in ageing

World leaders, pioneering scientists, social advocates and superstar business leaders. As we continue to strive for equality, it’s fair to say that women have never been more powerful. But you don’t need fame and fortune to feel like a powerful woman in the 21st Century.

According to our new research, we’re seeing a global shift among women of all ages, as two thirds feel their confidence (67%) and self-esteem (64%) are improving as they age.

And this change is felt particularly acutely among women in their forties. Globally, women in their forties feel more powerful (61%), more in control of their lives (66%) and more comfortable in their own skin (55%) than they did when they were younger.

Turning forty also brings a freeing sense of relief, of self-assurance, and of self-contentment, with two thirds (62%) of women agreeing that in their forties, what ambition meant for them changed from having it all to having ‘enough’. This feeling was particularly strong amongst women in the Philippines (76%), South Africa (70%) and Turkey (69%).

It seems in 2022, turning forty really is a turning point, particularly in the wake of the pandemic. Almost three quarters of women polled agreed the pandemic has made them realise that life is fragile and getting older is something to appreciate (74%), and two thirds agree ageing is not something to fear anymore (63%).

Ageing in the workplace

In a post-pandemic world, we have all realised the need for more balance – especially between work and home life. In our survey, only a third (35%) of women in their forties and above said they prioritise their career compared to 42% of those in their thirties and 51% of those in their twenties. This indicates the need to increase balance is felt more strongly as women get older.

Whereas in their thirties they felt the need to prove they could have it all, women in their forties are redefining power, realising that what they really value is focusing on having all the things they really want instead. That might be a big career, to focus on their family, to find their passion, or to create their own business that maximises their creative talents.

For forty-somethings at work, climbing the ladder isn’t necessarily a sign of success, with a huge 75% of the women surveyed saying they don’t care about being at the top but, instead, they define success as being able to create a balance that works for them and their lifestyle.

Instead, enjoying what they do (62%), having a productive day (52%) and feeling respected by their peers (48%) are much more important to women when it comes to feeling powerful at work.

When it comes to factors making them feel less powerful, 45% of women believe ageism is still an issue in the workplace and more than half (58%) think women experience workplace ageism more than men. Gender based ageism in the workplace seems to be a bigger issue in Central Europe compared to Eastern Europe - 66% of women in the UK and 65% in Italy recognise it as a concern, compared to 43% in Poland and 50% in Romania.

Supercharging your skincare at 40+ – From ‘anti’ to ‘authentic’ ageing

Almost two thirds (62%) of women aged forty or above said the pandemic has made them feel confident in how they look, and almost half said the pandemic has made them want to embrace their wrinkles (49%) and grey hair (46%). This refreshing form of self-acceptance shows the need for an acceleration in the beauty industry’s move from ‘anti’ to ‘authentic’ and ‘pro’ ageing.

In our research, half of women agreed the pandemic has made them realise that health is more important than looks (50%) and nearly three quarters (72%) said they want to focus on looking healthy rather than young as a result. At the forefront of this trend of valuing health over youth are the Philippines (89%) and South Africa (81%), with European countries such as Poland (60%) and UK (59%) slower on the uptake.

When it comes to skincare, only 42% of women over the age of forty feel like they have cracked their skincare regime and a third (32%) still change their skincare products regularly looking for the right solutions for their needs.


Ageing comes with countless changes to our bodies, but one change above all others remains the most dramatic: the perimenopause.

While many brands and government bodies, including Avon, have created much needed awareness of the impact of perimenopause, there is still more to be done.

In our research, we found that almost three quarters (72%) of women feel intimidated by the perimenopause. Women in Europe seem to feel the most intimidated by this life stage, as the numbers soar to 86% in the UK and 83% in Italy, compared to 65% in the Philippines and 64% in South Africa.

Of those surveyed, 70% of women over forty are experiencing symptoms, but less than a third (30%) feel empowered to take on the challenges that come with perimenopause.

Less than half (46%) of women in their forties feel comfortable talking about perimenopause and menopause. The number fluctuates hugely between different countries, however, with European women feeling a lot less comfortable talking about the topic (Poland 28%, Italy 36%, Romania 39%, UK 40%) compared to those in the Philippines (61%).

One reason for this could be lack of knowledge. Less than a third (29%) of women in their forties feel knowledgeable about perimenopause, with less than half (43%) saying they know where to seek information. Italian women seem to struggle the most with this out of all women polled, with only 16% feeling knowledgeable about perimenopause and only 26% saying they’d know where to find information.