In 1971, a marketing campaign for Loving Care’s “Nice & Easy” hair color aired with words for women worth millions of dollars in product sales: “You’re not getting older, you’re getting better.”
The campaign was so successful and memorable not because it told older women what they wanted to hear, but because it struck a chord that had been ignored for too long.
Until then, women’s liberation had been the exclusive territory of young and upcoming women. But seven simple words reminded women of all ages that they were still vital and valuable human beings with much to offer.
Millions of women found new vigor and zest for life simply by coloring their gray hair a more youthful shade and forgoing the fashions of grandmothers for those that exuded more power and courage.
Today, women routinely remain involved in meaningful careers and roles into retirement and well beyond. And older men couldn’t be more delighted with the group of women in their peer group.
When it comes to older women, what is it that they don’t like?
1.Maturity has its advantages.
Men are all too familiar with the feeling that they are valued less just when they reach the peak of their knowledge and ability.
When they should be running the company, they are relegated to subordinate roles under some clueless young rookie with a freshly minted MBA or moved to a smaller location or retired. It doesn’t make sense, but it’s the reality in the business place all too often.
Women are often discarded in their careers for the same reason, but their social value also depends much more on youth and beauty than that of a man.
While that may be true for TV advertisers and casting agents, it’s not entirely true for men their own age. They fully understand and appreciate the traits that can only be found in a real, experienced woman.
“The commonality of an older woman.
offers is much sexier than a supermodel”.
Shared history and values.
An older woman’s eyes have the same tenderness, warmth and appeal as a younger woman’s, but a man can also see much more that lies beneath the surface. The lights are on and someone is home, too.
It is very comforting for a mature man to find a woman who is done with the silly games, mood swings and superficiality that are part of youth for all men and women.
Older men have discovered what is really important for a peaceful and rewarding life, as have older women. Older men and women share a more compatible worldview and their cultural histories have threads in common.
They grew up enjoying the same music, living the same political events and learning to achieve the same goals by following the same values.
They can talk about topics they enjoy and understand and challenge each other intellectually, which is very important for a man.
Soul mates have to be sympathetic on many levels, and this gives older women a great advantage over older men.
Sexual compatibility.
The stability and depth of human understanding also carries over into the sexual realm. Most men, by the time they have raised a family and survived the trials and tribulations of a relationship and a life, have adopted the kind of mindset that women learned in their 30s: love and sex cannot really be separated.
Multiple partners and “strange sex” that once seemed so intriguing have lost their appeal to most older men. The ability to connect sexually with a woman who loves and understands you is the most satisfying and highest thing a man can achieve.
And, of course, there are no games or qualms about it. An older woman knows when she is ready to commit sexually to a man and will give herself completely. The act of sex is also a real commitment for a man at this point, and it’s not a bond he will take lightly.
The trust, loyalty, commitment, common ground and true partnership that an older woman offers a man is far sexier than a supermodel in a tiny bikini.
