News Release

Research reveals a new generation of women proud to be “Women of a CERTAIN Age”

TV personality Carol Vorderman launches new campaign inviting women to help re-define what it really means to be 50+ today


Friday, July 8, 2016 3:40 pm BST



According to a study of women aged 50-64 in the UK, today’s 50+ women have transformed this life-stage, from being seen as women of a “certain age” (a polite, non-descript euphemism for maturity) into women of a CERTAIN age – a new generation of timeless, inspirational women embracing their years and breaking boundaries in all aspects of life with 70% saying they feel more self-assured and over half feel more fulfilled and 1 in 5 feel sexier than ever.

The survey was commissioned by P&G who are launching, a brand new online community [& magazine] for today’s 50+ women who are living the life they want because now it’s their turn to do so!

Victoria encourages women to ditch those fears, pursue the life-long dreams they’ve always held, celebrate the little things and do something different every day. Editors include campaign ambassador Carol Vorderman and leading journalists Tamsin Blanchard, Zelda West-Meads, Patsy Westcott, Daniela Soave and Lynnette Peck covering a range of topics including lifestyle, culture, fashion, health and beauty and relationships.

According to campaign ambassador, Carol Vorderman who launched today, 50+ women are leading their own redefinition; “Life for women of ‘a certain age’ is dramatically different to that of our mothers. 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.   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.”

That’s why, is on a mission to celebrate and recognize this new generation of timeless women.

Roisin Donnelly, Brand Director Northern Europe at Procter & Gamble said P&G has nearly 180 years of championing women at every life-stage through brands like Pantene, Fairy, Olay, Always, Ariel, Lenor, Oral-B, Braun and Pampers and we are using this experience to recognize and celebrate this new generation of inspirational ‘sparkling’ women. Victoria brings together content, tips and expertise written by 50+ women for 50+ women who are living the lives they want. Through inspiring and entertaining content coupled with advice and tips, we hope that this audience will see a true reflection of herself, in all her glory.”

To kick-start Victoria’s mission, P&G is inviting all ‘women of a CERTAIN age’ to lead the change by creating the first ever crowd-sourced ‘manifesto for Women of a CERTAIN Age’ – encouraging 50+ women to show the rich reality of their lifestyle vs the way society perceives them by sharing what makes them proud to be a ‘women of a CERTAIN age’ at

Register now at to see articles written by our leading writers and receive tips, expertise, discounts and samples for P&G brands and take part in the ‘manifesto for Women of a CERTAIN Age’.

- Ends -

Notes to editors:
The ‘Women of a CERTAIN Age’ Study comprised 6,400 women aged 50-64 in UK, France, Germany, Spain, Italy, Russia and Belgium and was conducted by CensusWide in October 2015.

Stephanie Hutchinson - H&K Strategies
D:  +44 (0)207 413 3073
M:  +44 (0)7557 296 372

About is a brand new online community [& magazine] from P&G that has been developed especially for the growing 50+ audience. Victoria combines content developed by journalists Tamsin Blanchard, Zelda West-Meads, Patsy Westcott, Daniela Soave and Lynette Peck with tips and expertise from P&G brands like Olay, Pantene, Fairy, Ariel  and Lenor – brands renowned for supporting women in the different facets of life, covering a range of topics including Life & Pleasure, Style & Beauty, Home, My Family and My Health. By registering with Victoria, members can receive tips, expertise, discounts and samples for their favourite P&G brands. Sign up at

About Procter & Gamble [P&G]:
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands

Multimedia Files:

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Victoria Brought to you by P&G | Carol Vorderman
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Victoria logo - Brought to you by P&G