For a long time, women over 50 were only allowed to play a supporting role in the beauty industry; they were rarely cast as models because the aim was to propagate the ideal of beauty with flowing hair, a wrinkle-free face and a toned body.
At JACKS beauty line we focus on middle-aged women and celebrate getting older. We want to paint a picture of women who do not hide their age, but rather appear strong, self-confident and content. Because supposed 'flaws' such as wrinkles, crow's feet, pigment spots or sagging skin are no obstacle to feeling beautiful and being attractive.
With the new advertising campaign 'Simply Real' we have set ourselves the goal of giving women over 50 more visibility. That's why we decided not to use professional best-ager models and instead chose four great customers as models for the campaign. "We chose different types of women who all have one thing in common: an infectiously positive charisma, a healthy self-confidence and a great smile," says Miriam Jacks.
Our make-up is not designed to give women a younger look, but to highlight their best features.
Katja, Birgit, Susanne and Yvonne, it was a pleasure to photograph you in our JACKS studio!
