Procter & Gamble Co. has launched an online magazine for women 50 or older as part of a marketing effort to boost its brands in Europe.
The London-based Victoria.co.uk website touts itself as an online community for “women of a certain age,” which Cincinnati-based P&G (NYSE: PG) describes as “a new generation of timeless, inspirational women embracing their years and breaking boundaries in all aspects of life.”
n short, “a woman of a certain age” knows what she wants, according to P&G, whose brands include Olay skin care and Pantene shampoo.
About 70 percent of women 50 or older feel more self-assured than they did in their younger years, according to a study commissioned by P&G, which shared the results in connection with the launch of Victoria. More than half of such women feel more fulfilled.
In addition, one in five feels sexier than ever, according to the study of women ages 50-64. The study, which included 6,400 women in the United Kingdom, France, Germany, Spain, Italy, Russia and Belgium, was conducted by CensusWide in October 2015.
The term “a woman of a certain age,” which probably precedes an English literary citation in 1754, is sometimes thought of as a polite reference to having reached a mature stage in life. But in France, one of the markets targeted by P&G, the term is considered sexy.
“Victoria is a multi-brand marketing platform in the UK, Italy, France, Germany and Spain providing entertaining content, advice and tips for 50-plus women, written by 50-plus women,” P&G spokeswoman Tressie Rose told me.
“The 50-plus audience is the largest and fastest-growing demographic in Europe, and Victoria provides a community to reach and serve them with our brands,” Rose said.
To spur readership, P&G is offering discounts and samples of its brands for women who register at the site. Such subscribers also can post comments about articles and food recipes, and they can review P&G brands and buy them online.
Victoria covers topics related to lifestyle, culture, fashion, health, beauty and relationships. Articles already posted include: “Seven sandal styles for summer,” “How to keep your skin young,” “Is your hair as fit as you are?” and “How to host a brilliant BBQ!”
P&G recruited five prominent women journalists to produce content as section editors for Victoria, including Tamsin Blanchard (former London Telegraph Magazine fashion features director), Zelda West-Meads (sex therapist and former relationships columnist for London Mail on Sunday), Patsy Westcott (health and nutrition writer and author of 40 books), Daniela Soave (veteran of the Telegraph and Mail who writes on lifestyle and culture) and Lynnette Peck (home and garden expert who’s written for the London Times and Homes & Antiques magazine).
Other editors include Carol Vorderman, 55, a native of England who co-hosted the TV game show “Countdown” from 1982 to 2008. She’s P&G campaign ambassador for the Victoria website.
“Life for women of ‘a certain age’ is dramatically different to that of our mothers,” Vorderman said in a statement released by P&G. “We’re part of the generation who pioneered the evolution of a woman’s role – pushing barriers in our homes, families, careers.
“My mother had always told me that from 50 it was downhill, but I absolutely don’t agree,” Vorderman said. “I’m finally living the life I’ve always wanted and loving every second. I’m living my dream. I’m not ‘a woman of a certain age’ – I’m a woman of a certain age, which is true of many women in this life-stage.”
Vorderman is the face of the magazine, which encourages women to ditch fears of growing older, pursue lifelong dreams, celebrate the little things and do something different every day.
You can hear some of Vorderman’s beauty tips on the video player below or by clicking here.
P&G doesn’t plan to launch Victoria in the United States, Rose told me. However, P&G operates several multi-brand web platforms here, including pgeveryday.com, MyBlackIsBeautiful, Orgullosa(“for Latinas by Latinas”) and Empty Nesters, which similarly serve as communities to reach consumers.
Brunsman covers Procter & Gamble Co. and health care.