Forget about fine lines and wrinkles, OLAY is asking Australian women to rethink the signs of ageing, launching a new campaign challenging how beauty standards are shaped by AI and online search via Saatchi & Saatchi Singapore.
Dubbed ‘Rewrite The #SignsofAgeing’, the campaign draws on new research commissioned by the skincare brand, which suggests women are increasingly valuing the confidence, wisdom and personal growth that come with getting older.
According to a YouGov survey of 1,009 Australian women aged 30–60, 66 per cent said they would turn down the chance to become 20 years younger instantly, choosing to hold onto the qualities they have gained with age.
The research also found that 90 per cent of respondents believed getting older had changed them for the better, with increased wisdom (55 per cent), greater peace with themselves (49 per cent) and improved boundary-setting (46 per cent) among the biggest benefits.
Yet the physical signs of ageing remain front and centre in how women think about growing older. Nearly three-quarters (72 per cent) associated ageing with fine lines and wrinkles, compared with just 29 per cent who linked it to greater confidence.
OLAY said the campaign aims to challenge the narrow picture of ageing often presented when women search online or turn to AI-generated answers, which can focus heavily on wrinkles, fine lines and sagging skin.
The brand is encouraging women to broaden that conversation, recognising not only the changes to their skin but also the experience, resilience and self-assurance they have developed over time.
The research found more than half (56 per cent) of women felt more confident than they did a decade ago, while just 15 per cent actively wanted to look younger than their age. Meanwhile, 68 per cent said they simply wanted to look good, whether that meant looking their age or not.
Despite those positive attitudes, only 31 per cent said they felt grateful about their next milestone birthday, suggesting the prospect of ageing remains a complicated one.
Through the campaign, OLAY is inviting Australians to share how they would rewrite the signs of ageing via @olayau.
The research was conducted online by YouGov Australia between 29 September and 7 October 2026, with results weighted by age and region to reflect the Australian population.
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