The term 'anti-ageing' is not ageing well
“When women compete to ‘stay young,’ we collude in our own disempowerment. When we rank other women by age, we reinforce ageism, sexism, lookism and patriarchy.” These words written by Ashton Applewhite in an essay for The New York Times are the essence of why over the past couple of years since Allure magazine in the US banned the term anti-aging from its vernacular, many have joined them.
Around the world we now see companies dropping the term from products and advertising in order to correct this view. In beauty campaigns around the world celebrities like Julianne Moore, Helen Mirren, and Cate Blanchett are all being embraced. The notion that ageing is a condition we need to fight against as opposed to embracing has become less and less believed since its concoction by skincare companies in the 80’s to sell more products. Yes, we should all be following a skincare routine to keep our skin healthy and yes, older skin does require different products but this does not mean that getting older is a bad thing.
Let’s pause to acknowledge that there is a lot of science and evidence to the fact that our skin, being the largest exposed organ on the body, really goes through the wringer as we age. But there’s a difference between ageing and premature ageing. Meaning, embracing the natural ageing process does not mean you do not care for your skin as you age, but rather you should still have a complete and customised skincare plan that allows you to properly care for your skin so that it can simply be the best version of you and your beauty at every possible age.
Let’s agree that there should be a balance between embracing each new phase of life and how that looks on the outside while not shaming anyone who chooses to address their insecurities or physical traits to boost their confidence. We live in the age of acceptance, of individuality. Let us challenge ourselves to take more of a long term look at our health, our beauty, and our life with a self-care attitude? And just as importantly, use this same perspective when looking at others as well. Let us be more interested in looking good and confident rather than looking young.