With its first season coming to an end, "Cougar Town," a television sitcom, has made a rather interesting impact on the economy. The show follows a newly divorced 40 some year old mother in her quest to reenter the dating arena and rediscover her sexuality. According to Reuters, lingerie sales among women above the age of 40 have increased dramatically since the premiere of the show, along with the release of "Sex and the City 2" which also concentrates on women in their 40s and 50s and their relationships.
This is a double edged issue - on one hand, it is brilliant that through these forms of media, women of all ages are reexamining their own bodies and trying to mend their relationships with their own bodies. However, the issue arises of whether or not lingerie is the proper facet through which to reclaim one's body. It would be interesting to see whether or not things like gym memberships and spa treatments among women over the age of 40 have also increased - if this trend is solely related to lingerie, or perhaps related to a larger trend of older women taking the time and effort to take care of themselves and perhaps pamper themselves a little.
Regardless, the facts are facts, and one lingerie saleswoman says "With women's 40s being touted as the new 20s, and lingerie designers stepping up to the mark to feed this demand, it's a market we expect to see grow further in the future."