Wrinkles vs. Wisdom: 66% of Aussie women wouldn’t turn back the clock

When women search for signs of ageing, the same usual physical signs come up
Wrinkles. Fine Lines. Age Spots.

But who decided those were the only signs? After all, ageing brings so much more. Wisdom. Experience. Confidence. Grit. OLAY believes it's time to rebalance what the signs of ageing really are and challenge how AI defines growing older. New research commissioned by OLAY reveals that Australian women are embracing the real-life wisdom and confidence gained with age.

According to a nationwide YouGov survey* of over 1,000 Australian women aged 30-60, two-thirds (66%) would decline a chance to press a button and instantly become 20 years younger, refusing to trade away the confidence, wisdom and personal strength they have earned.

While search and AI outputs frequently focus on physical signs of ageing, the survey findings reveal that Australian women hold strong, positive feelings about their real-life experience:

• 90% of Australian women say getting older has changed them for the better, citing increased wisdom (55%), feeling more at peace with themselves (49%), and being better at setting boundaries (46%).
• Only 15% of women actively want to look younger than their age. More than two-thirds (68%) simply want to look good, either for their age or regardless of it.
• Nearly three-quarters (72%) of Aussie women associate ageing with fine lines and wrinkles, but far fewer link it with what they’ve gained, such as greater confidence (29%).
• More than half (56%) of Aussie women feel more confident today than they did 10 years ago, yet only 31% feel grateful about their next milestone birthday.

OLAY's Rewrite the Signs of Ageing Campaign will invite Australians to challenge algorithm-defined beauty standards, reframe what it means to age and celebrate both the skin they are in and the wisdom, experience and confidence they have earned.

About Olay

For over 70 years, Olay has pioneered innovative anti-ageing formulas that deliver visible results. Olay offers scientifically backed solutions for every skin type and concern, delivering dramatic results without drastic measures.

For all media enquiries, please contact:

Bre Petterson | SHAPR | bryony@shapr.com.au
Alex Grant | SHAPR | alexandra@shapr.com.au

*This study was conducted online by YouGov Australia between 29 September and 7 October 2026 among a nationally representative sample of 1,009 Australian women aged 30–60. Data was weighted by age and region to reflect the latest Australian Bureau of Statistics (ABS) population estimates