Life really begins at 40, according to latest study by Avon

New research from beauty giant Avon reveals turning forty brings a freeing sense of relief, self-assurance, and self-contentment.

Shifts in attitudes are linked to the impact of the pandemic, with almost 9 out of 10 Filipinas agreeing the pandemic has made them realize that life is fragile and getting older is something to appreciate (89%).

3 out of every 4 women feel their confidence improving as they age (75%), and even more agree that ageing is not something to fear (83%).

In the post-pandemic Philippines, more women link feeling powerful with self-confidence (60%) than being financially stable (56%). In fact, a huge 76% of women in their forties said they don’t care about being at the top, but instead define success as being able to create a balance that works for them and their lifestyle.

These findings from the Philippines form part of a global study of 7,000 women across seven countries and three continents, published by Avon in a new report called ‘The Power in Ageing’.

Most women agree that in their forties, what ambition meant for them changed from having it all to just “having enough”. The feeling is strongest in the Philippines (76%), followed by South Africa (70%) and Turkey (69%). Among Filipinas, about half (55%) of women in their forties and above said they prioritize their career above other goals.

Angela Cretu, Avon CEO, comments: “We’ve been reclaiming our power and taking control over the narrative of ageing and making it fit with who we really are and how we really feel. Now, more than ever, what it means to be 40 and over is changing, and we’re finding the confidence we need to harness our power. And if you ask me, it’s about time.”

The research also suggests that Filipinas are becoming their most authentic self in their forties and beyond, and in the wake of the pandemic, 90% now want to focus on looking healthy rather than looking young.

Louise Scott, Avon Chief Scientific Officer, explains how the beauty industry is responding to this shift: The terminology our industry uses to speak to women about their skin needs to evolve from ‘anti-ageing’ to ‘authentic-ageing’. Our ambition at Avon is to give every woman of every age the opportunity to have the best, healthiest skin she can have, without having to spend their hard-earned income on expensive products or cosmetic treatments.”

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About 46% of Filipinas surveyed want to use multi-purpose skincare products that deliver more than one benefit in their routine. As the world emerged from the pandemic, Avon launched Anew Renewal Activating Serum, powered by Avon’s world-exclusive Protinol™ technology. The ground-breaking serum offers 7 skin benefits in just 7 days, allowing them to future-proof their skin as they embrace ageing.  

When it comes to areas where women feel less powerful, ageism in the workplace and knowledge around menopause remain issues.

43% of Filipinas believe ageism is still an issue in the workplace and a greater number (58%) think that women experience workplace ageism more than men.

65% of women in the Philippines feel intimidated by perimenopause, just a little under the global average of 72%.

One reason for this could be a lack of knowledge. Just half (51%) of Filipinas over forty say they know where to find information about perimenopause, with even fewer (38%) saying they know where to seek help.

To address this issue, Avon created the Menopause TLI (Too Little Information) Report, aiming to get women to start to speak up about menopause and perimenopause to help them through this time of great change. The report is available on Avon Worldwide.

For the full Power in Ageing Report, visit