It's the same with femme and femininity (which are not interchangeable but often lumped together).
Particularly in feminist circles. Rather than just silently disregarding the application of cosmetics by other people I often hear women announcing that they don't care about make up, they don't care about how they look. But they do care that we are aware they shun self adornment. As though those who wear make up or pay attention to how they look somehow have no room in their head for other subjects or concerns.
Actress Helen McCrory, who played Barbara Villiers (look her up, seriously) in Charles II The Power & The Passion has recently joined in on the dismissal of women who worry about looks and ageing: "I just think: 'Sorry love, but you've obviously got too much time on your hands'".
McCrory credits her parents with not encouraging any physical hang ups: "Things like that just didn't fucking matter! So many women are obsessed with their age and how they look."
Older women that you do see (that you are allowed to see) are praised for preserving themselves
With various women of a certain age being axed from the BBC and often disappearing from the media once they reach middle age is it so silly to concern oneself about ageing? It just doesn't do to blend in, to age is to disappear. Women can't afford Normcore.
You don't see very many older women in popular culture at all. In pop Madonna and Kylie have the looks and figures of someone half their age - so they're in, they can stay, but they are exceptions. Older women that you do see (that you are allowed to see) are praised for preserving themselves or ridiculed for voicing opinion - such as Mary Beard.
A report that came out in September last year found that despite being healthier and more accomplished in their 50s ad 60s than ever before they still face barriers. Labour's Commission on Older Women found that
"unemployment among women aged 50-64 rose 41% in two-and-a-half years, compared with 1% overall" and warned of "double discrimination" based on gender and age.
So forgive these silly women for buying anti-wrinkle creams and powdering their faces. They're just playing the game as much as those who dismiss them are.