Forbidden to say anti ageing

no more say anti-age Not Only Twenty

A few days ago, Allure, the women’s beauty and cosmetics monthly magazine, banned the anti-aging  term from their pages.

The magazine’s director, Michelle Lee, says: “Whether we know it or not, the term anti-age has a negative connotation: it means something we have to battle,  but growing older is a wonderful thing because it means that we get a chance, every day, to live a full, happy life.”

 This does not mean that we must giving up our creams and aesthetic treatments, but the spirit with which we take care of ourselves is different, as Helen Mirren, the cover star of Allure’s September issue, says: we women know we are getting older but we want to look and feel as great as we can everyday, do not fight what we are.

Replace the anti-ageing term

The call is to look for different terms to advertise beauty products instead of using the word anti-ageing, well aware that it is not easy to change packaging and communication suddenly, try to focus attention on beauty at all ages could be a good start.

While many women cherish the choice of the magazine, others are opposed to such changes, arguing that there is nothing wrong with the anti-aging term and that, in fact, can help in choosing a product.

In fact, it’s all a matter in terms, brands and creams for women and mature skin are ok, but instead of saying that they are fighting aging as it were something to fear, a different way of expressing the concept should be found, removing the negative valence.

The question is, however, interesting because eternal youth, frantically chased by those who were over forty and over , now seems an oudated myth. Acceptance of passing years and beauty at all ages are the new frontier in the world of beauty and fashion.

What do you think? Does it seem to you that the anti-aging term should not be used to advertise aesthetic products?

Rita Palazzi
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