Beauty Tried & Tested | Elizabeth Arden Advanced Ceramide Capsules & A Little Rant


I absolutely love reading blogs, probably why I ended up here, but especially beauty blogs and I love that they are so diverse but there is one problem. Why don’t brands think that us older consumers play a part in  their marketing strategies or that they want to work hard to capture us? If I’m going to buy a new serum or moisturiser then I really want to see how it looks on older skin and by that I don’t mean Helen Mirren!

Don’t get me wrong — I adore Helen Mirren — after all I featured her in one of my very first posts right here in Bbed.

However, she is 71 and I am 53 so there is a vast difference in our age and skin age. It’s a bit like comparing me to a 30 year old and never in a month of Sundays would I do that. So why then do brands think I want to see a photo in a blog or magazine of a 25  year old rubbing de wrinkling serum into their already wrinkle free and youthful skin? It’s crazy.

Back in February (2017) before I launched this blog I tweeted Elizabeth Arden UK to ask if they could point me in the direction of any 50 plus bloggers who had reviewed their Advanced Ceramide Daily Youth Restoring Capsules. I’d seen them in all my magazines that month and I had a renewed interest in  wanting to purchase. These little orbs of goldness don’t come cheap and I would’ve loved to hear what someone my age thought of them before I invested. But no — here’s the tweets from Elizabeth Arden ..



 Such a shame that the one demographic a youth restoring serum could really be targeted at seemed to be missing a pitch. Well I followed through with my side of the twitter bargain and here’s to me potentially being the first 50 plus blogger to review.


From the first capsule this product made my skin feel almost lifted and defintely rehydrated. I’ve only used 2 weeks worth so far so no-one has asked me have I had any work done. If I was looking 10 years younger then I think someone would be thinking ‘what has she done?’ But no, not so far. When I apply my foundation my base looks better and I feel somehow ‘set’ but soft and a little plumper at the same time. I don’t know if it’s all in my mind but I look brighter when I look at myself in the mirror. Maybe I should stop using them and if see if I start shrivelling back over, a bit like  Michelle Pfeiffer in the movie, Stardust. Yikes!!

bbed-blog-beauty-tride-tested                Image Credit:

Maybe this is what brands think we look  like in real life once we are over 40, eh?

I can tell  you we don’t. We come in all shapes and sizes just like we did in our other decades.  Watch this video from New York talent agency,  Iconic Focus. A Facebook group I’m in shared this over the weekend and I felt really empowered by it.

It’s almost 4 minutes long but if you’re feeling like me then stay with it as there are some amazing women over 40 on it sharing their thoughts about this problem.

I don’t want to look 20 or 30 even 40 for that matter. If I can look 10 years younger than the skin I’m in that would be a bonus but I just want to be the best version of myself I can be inside and outside and the sooner brands latch on to that then we will all benefit. After all, demographically don’t we have more freed up cash to part with at our age?

Please someone start marketing to us wisely.

P.S. I don’t know how this turned into a mini rant about brands waking up to the power of the grey pound or the silver dollar for our US counterparts but I just wanted to add that I think the golden lovelies will become a staple for me.

I’ll update when I’ve used them a while longer 🙂

If you agree or disagree with me please let me know your thoughts. Maybe I’m alone in my rantings but somehow I think not. xoxo



  1. Jan riordan
    May 2, 2017 / 8:32 am

    Fantastic view sharon and I’m up for trying new skin stuff but not at the price of these I’m happy with my Liz Earle and no.7 serums but are tempted sometimes to splurge on something more extravagant, would you continue using these then?! X

    • Sharon Sinclair.Williams
      May 2, 2017 / 6:20 pm

      I’m going to continue for the month (I’ve just bought the 30 pack now for £39.00 ) and maybe use every other day when I purchase again after that. End of next week will be a month in so we’ll see if anyone thinks I look 10 years younger! My skin defintely feels more supple already which I’m really pleased about as I was feeling dehydrated no matter what I used. Ask at an Arden counter, Jan, for a sample. That’s how I got my first 7 days trial 🙂 xoxo

  2. May 2, 2017 / 5:09 pm

    Good for you for calling them out on this. So many brands want us over 40s as customers, but when it comes to reviews they just aren’t as interested in us as much as they are the twentysomethings…

    • Sharon Sinclair.Williams
      May 2, 2017 / 6:23 pm

      Thanks, Joanne. I don’t like to be a whinge but sometimes you just have to get things off your chest and if I can’t create my own blog for the truth of how I feel then all is lost! I’m not singling Elizabeth Arden out either – was just amazed that there was no-one had reviewed other than 20 and 30 year old bloggers and not sure as a brand they seemed too bothered about the status quo. It’s a shame that brands are missing a whole chunk of us women out here. When will it change?

  3. May 3, 2017 / 3:35 am

    Oh I so agree. I am amazed that most brands do not have their heads around the economic powerhouse that is the 50 plus woman. Clothes, beauty products – I want to see them on someone like me and used by someone like me. And preferably an ‘everyday person’ not an airbrushed superstar.

    • Sharon Sinclair.Williams
      May 3, 2017 / 6:01 pm

      Thanks for your feedback, Jan. I love seeing products on beautiful people but I also think its time that brands made things a bit more real, too. I always think what it must be like to meet someone in real life who is airbrushed within an inch of their life online lol 😉

  4. May 3, 2017 / 6:45 pm

    I think probably the biggest issue is that there are comparatively little of +50 bloggers a day brands are probably not convinced that they reach as many consumers… but then again. If they reach the right consumers than that’s the most important thing surely? I do agree with you that it is absolutely silly to see people in their 20s reviewing wrinkle stuff. Firstly. They don’t need it. Secondly. Many products would be far too rich for their skin!

    • Sharon Sinclair.Williams
      May 4, 2017 / 7:50 pm

      Wise words indeed and thankyou. The thing is getting older is respected. Some people don’t have the privilege of getting to 50, 60 and further etc; and it saddens me that sometimes we are forgotten by brands and we are made to feel invisible. I’m far from ready to be passed over or made invisible!! Thanks for stopping by — I’ll look out for you 🙂

  5. May 4, 2017 / 8:34 pm

    Best post I’ve had the pleasure to read in a long time. Thank you Sharon!

    • Sharon Sinclair.Williams
      May 5, 2017 / 1:54 pm

      That’s very kind of you, Saffi. Thanks for coming by – I appreciate it 🙂

  6. May 5, 2017 / 11:36 am

    You make a great point Sharon! It’s always young girls reviewing isn’t it!

    • Sharon Sinclair.Williams
      May 5, 2017 / 1:55 pm

      It is and I love that but it needs to be fair if they want our hard earned cash xo

  7. July 15, 2017 / 8:51 am

    Definitely agree with you! It’s the same with fashion. Brands use older, glamorous models in their 70s/80s (there’s a small group of them) and think Job Done. But women in their 50s don’t relate to them. The only over 50s models can think of is Yasmin le Bon and Elle McPherson. They look fantastic but they always did, and they have a lot of help. Again, we aspire to them but we don’t relate to them.

    • Sharon Sinclair.Williams
      July 16, 2017 / 3:52 pm

      On point! I’m glad it’s not just me that thinks this. 50’s are like the midlife ‘inbewteeners’!! 😉

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