Aspercreme Shatters Boomer Stereotypes with 'Act Your Age' Campaign, Partnering with Joan Vassos

NEW YORK, Feb. 5, 2025 /PRNewswire/ -- Aspercreme, a leading brand in pain relief, revealed new data that challenges outdated perceptions of aging and highlights the vitality and happiness of today's baby boomers. To further celebrate this shift in perspective, Aspercreme has partnered with Joan Vassos to launch the brand's inspiring new "Act Your Age" campaign.

A survey conducted by Talker Research compared 1,000 U.S. baby boomers with 1,000 non-boomer adults, finding that 46% of boomers feel happier now than when they were younger, and 21% report being more active today than in their youth. Over three-quarters (77%) said they no longer care what others think of them, with 63% living life to the fullest as a result.

The "Act Your Age" campaign aims to redefine what it means to "act your age," encouraging everyone to embrace their age and reject misconceptions about aging. Younger generations surveyed at times associated being "old" with forgetfulness (45%), decreased strength (41%), or needing mobility aids (40%). However, boomers are pushing back: 50% refute the idea that they lead boring lives, 48% disagree with claims they refuse to learn new things, and 46% reject the assumption they don't understand technology. Eleven percent even said they're having more sex now than they did when they were younger.

"The idea that aging means giving up on an active, interesting life is simply outdated," said Joan Vassos. "I'm thrilled to partner with Aspercreme to show the world that being older doesn't mean being less. Acting your age means living boldly, embracing your passions, and showing up for yourself every day. Aspercreme relieves my everyday aches and pains so that I can live life fully, whether I'm working out, walking my dog, or chasing my grandkids around."

To further amplify the campaign, Aspercreme is partnering with Joyce Shulman, a professional coach and personal trainer in women, wellness, and longevity. Her collaboration with Aspercreme aims to inspire even more individuals to embrace their age and continue leading vibrant, fulfilling lives. "Aging is not a limitation, but a celebration," highlighted Joyce. "Staying strong, fit, and independent is achievable at any age, and I'm excited to partner with Aspercreme to empower everyone to live their best lives."

Celebrating Active Living 

Beyond highlighting shifts in cultural perceptions, the survey also revealed that boomers are thriving in their golden years. Many respondents have taken up hiking (27%), cycling (17%), and yoga (16%). They're also more in touch with modern culture than stereotypes would imply: 34% keep up with current celebrities, and 28% are familiar with today's slang. Boomers recognized terms like "cooked" (48%), "demure" (30%), and "vibe check" (26%), and identified stars like Shawn Mendes (42%) and Sabrina Carpenter (32%). Even younger generations think boomers are thriving; on average, 25% of younger generations believe baby boomers can run a marathon faster than they can, and 27% think boomers can solve the WordleÔ quicker than they can.

"At Aspercreme, we believe age makes you interesting – it's pain that makes you dull," said Claudine Patel, Chief Marketing Officer at Opella North America. "With our new 'Act Your Age' campaign, we're encouraging everyone to embrace the opportunities that come with every stage of life, while ensuring they're equipped to move through life with confidence and without pain holding them back."

Aspercreme offers a range of odor-free pain relief products that help people stay active and engaged in their daily lives, making it easier to take on new adventures, enjoy hobbies, and travel.

Join the Movement 

The "Act Your Age" campaign inspires baby boomers and beyond to embrace their age and continue leading vibrant, fulfilling lives. Follow the campaign on social media at @Aspercreme and share how you act your age using #ActYourAge.

For more information about the "Act Your Age" campaign, contact:

Kaitlyn Kane
[email protected] 

About Aspercreme
Aspercreme offers trusted, odor-free pain relief solutions, empowering individuals to lead active lives without pain slowing them down or holding them back. Aspercreme's lidocaine products provide targeted, fast-acting pain relief, ensuring comfort and confidence. With options including creams, patches, and roll-ons, Aspercreme caters to a variety of pain relief needs. With Aspercreme, you can move freely and live without limits.

SOURCE Aspercreme