It's especially popular with women (whispers) <over 40>

[WeBuiltThisBuffetOnSausageRoll]

Every time that stupid advert comes on the telly, I want to throw something at the woman on it.

Just why does she feel the need to whisper when referencing these foul, ghastly old hags who reached 39 and then had the temerity to continue living and wanting to keep washing their hair?

I remember they had that shampoo decades ago, which was marketed at the over 40s (can't recall the name of it). IF more mature hair (and doesn't it keep falling out and being replaced afresh every day anyway?) does benefit from a different formulation, then great. Even if it doesn't and they just want to market a particular product at certain demographic as a lifestyle thing, then no real problem with that.

But why the whispering? As if it's shameful to have attained this great old age? I dread to imagine how she feels about actual elderly people who still have hair and like to keep it clean and looking good rather than just shaving it all off and superglueing a load of dried-out brittle straw from a barn floor on to their bonces instead. How very dare they?

Seriously, they would never sell a shampoo specially formulated for Afro hair and suddenly whisper "Black people". They wouldn't sell mild 'no more tears' stuff and whisper "Children".

Whispering suggests that something is either a secret or somehow shameful. There are millions of women over 40 out there who are neither trying to hide the fact of their existence nor feeling ashamed of it.

AIBU?

This thread has Made Mumsnet Great Again

Haha I know the ad, yeah it's ridiculous! I love the way you describe it

I am 54 and am basically a collapsed pelvic floor with added jowls and crowsfeet.

I do have lovely hair though.

I imagine the 24 year old "creatives" who came up with this think women over 40 will be somehow flattered by the coyness of this ad. Its a bit like when the young man at the checkout says "ooh are you old enough?" when you buy wine, like it's flattering.
I have acid flashbacks older than these twats.

I love this thread.

Thinking of changing my user name to NobCheezBegone

My partner did complain about this ad... think she did it via FB, telling them that they are shaming women over 40 (she's 41 and I'm pushing 50) & that they are making it appear something to be embarrassed about etc etc.
She got a response (prob from the 20something responsible for their social media) claiming that the whispering is because they have a brilliant secret they want to share with us...
Yeah right... total bollocks! I'll try and find her post...

I am 65 and basically a pile of dust with a typing finger.

I am 65 and basically a pile of dust with a typing finger

laughing hard despite (whisper) the dangers of weeing myself.

The advertisers can all FUCK OFF (not whispered).

Ah i see pebble bet she was relieved it was sharing a secret and not patronising nonsense phew eh !

Here you go - it was worse than I remember!! She sent it October '18. Yeah - being over 40 is a TABOO subject!!

Taboo subject bloody nora

Chuckling at being over 40 being a taboo subject! I assume the real taboo subject they are talking about is female hair loss. But they aren’t actually making it less taboo by not directly mentioning it and offending everyone over 40 are they?

I am 65 and basically a pile of dust with a typing finger.

MarianaMoatedGrange did you know you're on the Internet dear? Is your grandson helping you?

StealthPolarBear

Fuck off

I have acid flashbacks older than these twats

OH DEAR GOD i am over 40 and have been using the wrong shampoo.
I am so ashamed. I've been using one I like, as if I was still a valid member of society.

@HepzibahGreen @WorryBadger, & far far too many others to quote - I salute your work here. MN arsing about at her finest.

HOLY CRAP I FOUND A WRINKLE ON MY FOREHEAD where do I go to be put out of my misery?

Dewrinkletas Plasticas - it's the place of ritual for aged crones. We're sent away to undertake the long, lonely, smoothing ritual of fillers and surgery. Or we agree to wear a balaclava and a bell that mournfully peals, "Creased and unworthy. Pity this furrowed shell, doomed to walk the earth as a sere shadow of her former skin-plumped and youthful self".

I think you're reading an awful lot into what is essentially just a shit advert.

Personally I'm getting a bit fed up with some women trying to find sexism in everything.

Well I guess that is us well and truly told and you forgot ageism with condescention undertones itwillcost2millions but yes women are just a bit whingy

Personally I'm getting a bit fed up with some women trying to find sexism in everything.
Personally I'm more than fed up with there being sexism in everything.

But each to their own, @itwillcost2million, not everyone is willing to perceive the unconscious gender bias, casual misogyny, everyday sexual harrassment, double standards, imposition of gender roles, the pay gap, learned behaviours & received opinions ...

Not sure why are are only fed up with "some women" perceiving sexism, @itwillcost2million - do you not know any male feminists?

Personally I'm more than fed up with there being sexism in everything.

This.

So did you watch the Mitchell and Webb sketch posted upthread, itwillcost2million? Are they some of these women trying to find sexism in everything?

Nothing sinister, but is it that she doesn't look 40.

Yeah, she really doesn't, because she's obviously much older than that. But I guess the 25-year olds who made the commercial think that 40-year olds and 55-year olds basically look the same...

Posting in the wee small hours with raging insomnia and my ladytache.

Perhaps I should just shave and get drunk.

It's all true. I am a furrowed shell with occasional vaginal dryness. Only more dryness and furrows and death await me in my twilight years.

Someone, a man, first said I should lie about my age when I was 21. I still feel the same now I'm more than double that, more than happy to say that I'm 44 years old. Denying your actual age is like denying your existence or experience.