Pantene has launched a campaign that subverts traditional beauty norms by focusing on the charm of grey hair. In the face of an aging global population, brands have a chance to not only accept signs of aging that have traditionally been considered undesirable, but to embrace and celebrate them.

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

The number of over-60s in Brazil is projected to triple by 2050, yet only 30% of companies nationwide say they’re planning for the needs of an ageing population. Banking giant Itaú is part of this minority, launching the Viver Mais campaign to help older citizens stay active in later life.

Baddie Winkle, the 90-year-old Instagram icon, has burnished her influencer status with the launch of a beauty line. As attitudes towards aging evolve and older Americans feel more empowered online, savvy companies are finding new ways to tap the 'silver dollar'.