"Beauty is personality, maturity and charisma"
Christa Höhs
Senior Models, Munich
"Beauty is personality, maturity and charisma"
Christa Höhs, founder of Senior Models in Munich , was the first agency in the world specializing in senior models aged between 30 and 90 years. And it was in 2005 that her French competitor,
Masters, a division of Contrebande agency, led by Sylvie Fabregon, emerged.
You are a pioneer in the branch in Europe. Your agency as founded in 1994, it means 17 years ago. Which was your first customer-brand?
The agency, the first of its kind in the world, was actually founded October 4, 1993. The first customer was Mannheim Insurance in Spring 1994.
When did brands start to work with senior models?
The first ad with a white-haired model was for Nivea Vital in 1994.
The campaign was managed at the time by my former colleague, but the model was not from our agency. Then we worked on ads for cruises, and more and more on ads for painkillers, glasses and the food industry.
Why don't we see many senior models in the media?
For several reasons:
Either because it is not smart for the product to advertise with younger models, or it is not IN for creative work on a product that they do not have an interest in.
Or because publicists with extensive experience are no longer in the agencies targeting these customers (senior). Or one still believes that one has to target the 16-49 years old. The age pyramid shows that this group does not have a high purchasing power. But nobody really cares!
In spite of demographic changes in Germany, only a few brands work with senior models. For instance, we see no senior models in fragrances so far. Could you explain it?
Just because it's not chic (for perfumes). Seniors should not be frivolous by underlining their femininity or virility.
This perception of age is old-fashioned! We have enough of stereotypes. It's the same thing in fashion: we see nothing with senior models! I just don't want to think about it.
Models and ads mean dreams. That's why we only see young models in ads. Do baby boomer consumers accept seeing senior models?
Nowadays seniors are a little more realistic. When they see a skinny 14-year old model in clothes, they are not very enthusiastic because they cannot identify with such young models. But if they can identify with the model, they're going to buy the product.
Certainly there are still ads that want to sell illusions. Senior consumers discovered consumption after World War II.
One should if possible come up with realistic things and the rest they will find by themselves with time; even illusions. But they always appreciate beautiful packaging.
Even if nobody wants to admit or mention it, seniors and juniors have one thing in common, and it is emotions. In fact, nothing has really changed over time!
The consumer is getting old and industry has not seen it! Do you feel it?
Of course and how!
What is beauty for you?
Character, maturity in a balanced soul, charisma, positive thinking and, above all, a harmonious face.
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