RoC and Sarah Jessica Parker promote positive ageing with the RoC Look Forward Project
RoC Skincare has partnered with Sarah Jessica Partner on the RoC Look Forward Project to "celebrate the power of optimism" and to inspire women to turn their focus from "anxiety about ageing" to "joy about living".
The project shines a spotlight on the scientifically backed impact of optimism on long-term health and well-being and Parker will act as the campaign's voice.
The project is anchored by the launch of an online resource hub featuring new research from RoC, along with practical insights and advice from a group of subject-matter experts and thought leaders on the proven difference optimism makes in the ageing process.
“When I heard about RoC's Look Forward Project and its commitment to supporting women take on an optimistic outlook about the future, I felt compelled to help amplify this important conversation,” said Parker.
"So much of our younger lives are spent trying to figure out who we are. As I’ve gotten older, I’ve become much better equipped to problem solve, to appreciate, to hear things that aren’t necessarily pleasant. The time spent living and the experience that comes with it adds up – and that's something to look forward to," she added.
To provide proof of the power of positivity, RoC partnered with Dr. Daisy Robinton, Ph.D, Human Biology and Translational Medicine, Harvard University, renowned for her research in ageing and her work to improve women’s health and well-being, with a special interest in the connection between optimism and longevity.
To reveal the underlying feelings women have about ageing, and to unpack how their perceptions of ageing could be improved, RoC and Robinton carried out a study of 600 women in the US and France, which revealed they were interesting in learning more about the power of optimism to support a longer and healthier life.
The study found:
● 90% of women feel anxious about getting older, and the number one driver of these anxieties is related to the way they look (e.g. lines, wrinkles)
● Age anxiety impacts all age brackets; not just women over 40, and more than half of women 24-35 believe that society, culture and social media drive this pessimism about getting older
● More women (60%) are worried about their ageing appearance than about having enough money for retirement (43%)
● 93% of women expressed interest in learning activities, exercises, or tools that can help them live a more optimistic life
“When our research revealed that more women are worried about their ageing appearance than something as important as being set up financially for the later stages of life, this opened our eyes in a big way,” said Robinton.
“If we centre the conversation about ageing on ‘looking forward’ instead of ‘looking older,’ we can change this sentiment and improve women’s experiences of ageing throughout their lifespan. The research clearly demonstrates that optimism has a significant positive impact on health and longevity. Evidence shows that holding an optimistic outlook contributes to a boost in mental well-being, reduced anxiety, less chronic disease and is correlated to significantly longer lifespans to boot,” she added.
Alongside Robinton, Dr. Deepika Chopra, PsyD, also known as the “Optimism Doctor®” and founder of Things Are Looking Up, lends her unique perspective and provides practical advice to help women practise optimism in day-to-day life via The RoC Look Forward digital hub. In addition Dr. Michelle Henry, board-certified NYC dermatologist, brings real-world insight to the attitudes she sees from patients about ageing and how optimistic outlooks can make a difference in people’s skin.
“We are thrilled to have an unrivalled team of professionals supporting our mission to bring the power of optimism to women all over the world. Sarah Jessica Parker has a special connection with women of all ages that stems from her authentic positive attitude about life, and the expertise and unique perspectives of Dr. Robinton, Dr. Chopra, and Dr. Henry are integral to our goal of helping women shift their mindset about ageing,” said Hillary Hutcheson, CMO, RoC Skincare.
As further evidence of its commitment to optimism and positivity the RoC brand has said it will continue not to retouch and any lines, wrinkles or imperfections, in an effort to portray realistic depictions of skin at various stages of life. Influencers who work with the brand must also commit to not use skin altering filters or other editing techniques that promote unrealistic beauty standards.
