The Ageless Radiance Club, a platform celebrating women aged 45 and over, recently held its sold-out inaugural event at the Intercontinental Hotel in Double Bay, Sydney. The event gathered 170 influential women from a demographic often overlooked by marketers, despite representing 41 per cent of Australia’s female population and holding the highest household incomes. These women, style-savvy and brand-engaged, drive household spending and influence purchasing decisions within their families and social circles.

Bahar Etminan, founder of Ageless by Rescu and host of the event, emphasised the importance of catering to this demographic: “We are intelligent, wealthy, motivated consumers who deserve to be marketed to with respect and integrity.” The event, which was planned and executed by Max Media Lab, signals a growing demand for events and content tailored to women 45 and older.

The event featured 16 expert speakers covering topics from beauty and wellness to longevity and self-care. Standout speakers included Dr Joseph Hkeik, Dr Shauna Watts, Clinical Nutritionist Sarah Di Lorenzo, and celebrity makeup artist and regular Retail Beauty contributor Michael Brown. There was even a surprise Flamenco performance led by Leo Gomez on the day.

Following the success of the Sydney event, the Ageless Radiance Club plans to expand, with its next event scheduled in Melbourne for early 2025 and a return to Sydney in March 2025 to coincide with International Women’s Day.

A new Ageless Radiance Masterclass Series is also set to launch in November 2024, offering deeper dives into beauty and wellness topics.

Sponsored by beauty and aesthetic heavyweights such as Rejuvaus, La Prairie and BTL Aesthetics, as well as online fashion retailer The Iconic, the Ageless Radiance Club is quickly establishing itself as a go-to platform for women over 40 looking for premium beauty and wellness experiences.

For more information on upcoming events, visit BEAgeless.com.au.

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