Festival of You is led by Ita Buttrose, Chrissie Swan, Tanya Hennessy, Sarah Jane Adams and Olivia Rogers.
In a time when your 40s are said to be the new 20s, research has revealed that ageism is alive and well in Australia, with only 12% of women over the age of 40 feeling accurately or adequately represented in the media and society today.
The research, commissioned by Priceline Pharmacy, also found that older women feel like they are treated differently from their younger counterparts, with 75% saying they’ve experienced this in their daily lives.
The research was conducted in an effort to understand how women truly feel about ageing in relation to their health, wellness and beauty.
“There is a contradiction which occurs as women age. On one hand, with age comes increased acceptance, confidence and positivity," The Indigo Project psychologist Martha Tsakalos says.
"But what women see day-to-day in the media and advertising doesn’t represent the way they look or feel, leading to feelings of tension and incongruence.
"The dissonance is quite jarring, many women feeling misunderstood, misrepresented and frustrated by the pressure of dominant media stereotyping - it just does not do justice and reflect who they are.”
To encourage more accurate representation of women, Priceline Pharmacy is launching Festival of You, a program kicking off on February 27, which aims to celebrate women of all ages.
Festival of You will see Priceline Pharmacy Ambassadors, Ita Buttrose, Chrissie Swan, Tanya Hennessy, Sarah Jane Adams and Olivia Rogers leading the campaign.
On March 11, Priceline Pharmacy is set to host the first ever Beauty Runway for charity featuring a sisterhood of inspirational women to raise funds for the Priceline Sisterhood.
Showcasing the latest hair and beauty trends by Priceline’s Hair and Makeup Director Sarah Laidlaw and outfits designed by Australian fashion designer, Effie Kats, the Priceline Ambassadors will walk alongside the likes of Poh Ling Yeow, Flex Mami, Sarah Davidson, AJ Clementine and more, taking a stand against dated representations of age and beauty.
“I feel more confident, powerful and vital now than I ever did in my 20s - maturing is something to be wholeheartedly celebrated and I think women should be able to do that together. Visibly. And with joy” says Chrissie Swan.
Sophie Smith, head of Marketing at Priceline Pharmacy, says that Priceline understands that when it comes to beauty, health and wellness, it’s not one size fits all.
“Priceline wants to celebrate the uniqueness of all women, regardless of age or any other marker which is used to measure self-worth and value. When you walk into any one of our stores, we focus on being inclusive and welcoming," Smith says.
"We have tens of thousands of products and a team of experienced Pharmacists and Beauty Advisors you can turn to when you’re looking for a solution that is right for you.”