When the question of “How on earth will we integrate facemasks into our daily lives?” arises as an actual issue in our media, the Westerners world reveals a sad ignorance and possibly weakness in our nature. Whether we like it or not, the wearing of masks is creeping into a prime position as part of this ‘new normal’ that is replacing the actual normal of our pre-COVID lives
The “over-50s” category accounted for 47% of all cosmetic expenditure in the UK in 2019. The so-called ‘grey penny’, is the label given to the sizeable contribution by this category; a name that demonstrates the disregard by fashion firms to the needs of these consumers to see themselves in the products that they are buying. The excuse that ‘youth is beauty’ fails to cut the mustard anymore because evidently, beauty has no borders.