# Absolute Collagen Campaign Challenges Ageing Conventions

> Absolute Collagen launches bold campaign redefining ageing with real women.
- Title: Absolute Collagen Campaign Challenges Ageing Conventions
- Summary: Absolute Collagen launches bold campaign redefining ageing with real women. Absolute Collagen, the UK's No.1 collagen supplement, challenges anti-ageing…
- Keywords: absolute collagen, emma willis, dog cat and mouse, collagen supplements, ageing powerfully, wellbeing magazine, Absolute, Collagen, Campaign, Challenges, Ageing, Conventions
- Source: Wellbeing Magazine — https://wellbeingmagazine.com/absolute-collagen-champions-ageing-powerfully-over-anti-ageing
- Author: Ian Hills
- Read time: 1 min
- Topics: absolute collagen, emma willis, dog cat and mouse, collagen supplements, ageing powerfully, wellbeing magazine
## Absolute Collagen Campaign Launch
Absolute Collagen, the UK’s No.1 expert backed collagen supplement, launches TV and digital campaign featuring Strictly’s Emma Willis.

> We’ve built Absolute Collagen on real results but there’s something much bigger at play. Women shouldn’t feel they need permission to keep being ambitious, funny, sexy or simply putting themselves first as they get older. Absolute Attitude is about putting this out there, loudly.
## Ageing Powerfully Campaign Theme
The campaign challenges anti-ageing norms by promoting women’s confidence, self-expression and the idea that ageing isn’t something to apologise for or hide from.

> We know women are fed up with being told what to wear, how to behave and even what hair cut they should have at a particular age. It is a breath of fresh air for a brand to show up with a rallying cry of ‘you do it your way’.
## Collagen Market Growth
Collagen searches grew 38% year-on-year by Ocado (Aug 26), and Waitrose (Sept 26) launched supplement bays for collagen, creatine, protein and gut health.
## Key takeaway

Absolute Collagen, the UK's No.1 collagen supplement, challenges anti-ageing norms by promoting 'Ageing Powerfully' through real women ambassadors.