In 2019, it’s time to get on board with embracing the aging process. The term “anti-aging” is on its way out and in its place: a fresh perspective on what it really means to embrace your beauty at every age. From beauty brands to celebrities, the year ahead promises change not just in the way we talk about aging, but the way we feel about getting older.
Allure magazine stops using the term “anti-aging”
In making bold moves like this one, Allure magazine is actively standing up against the idea that the aging process is the enemy in our pursuit of beauty. By phasing out this term in print, we are beginning to take away the power that it holds in negatively reinforcing this misconception, and instead forces us to find better, more positively-charged language to describe the physical effects of aging.
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The term “anti-aging” affects our mental health and welfare
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Beauty brands get on board
The brand refers to their line of age-related products as “aging solutions,” targeting common concerns with science and ingredient-based solutions. The result? A website that feels welcoming and informative versus judgmental and intimidating for those looking to address skin concerns specific to their age group.
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The business behind “anti-aging”
The problem behind the business of anti-aging, it seems, is not so much rooted in the products themselves, but moreover in the way we promote and market them. While there’s nothing wrong with wanting to get ahead of some of those pesky signs of aging, the danger lies in our attitude toward the very process of getting older. In moving away from terms like “anti-aging” which harbour negative undertones and working to implement more positively-charged language, we can begin to steer our conversations – and in turn our mindset – about aging to a better place.
A media perspective
Articles in many media outlets reveal a common theme in how many women today perceive aging: something to be feared and delayed at all costs. As The New York Times article notes, we seem to be at conflict with our desire to embrace aging gracefully, while also hoping to be spared from the physical indicators that are a part of the aging process.
Social media leads the charge
Cameron Diaz puts her thoughts into print
When we discuss the process of getting older from a place of gratitude and optimism, we can begin to understand the way in which terms like “anti-aging” might reinforce a more negative mindset. Once we acknowledge the power of the language we use, we can take steps toward putting more empowering messages in place.
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Beauty chemists weigh in
On the subject of anti-aging: “it’s great to see that there is a growth in healthier communication in the beauty industry in regards to aging. Traditionally, the category of anti-aging comes with ridiculous and often false marketing lingo that can be a cross of both science fiction and fantasy.” The pair note that, fortunately, and as a credit to “growing consumer awareness”, brands are starting to market their products based on results and ingredients. This, believes Gloria and Victoria, equals “A much more realistic, healthier, and wholesome mindset all around!”
Early views from Christy Turlington
The new language
What it means for you
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