If It Isn’t Anti aging, What is It?

If a rose by any other name smells as sweet, does that mean changing how we refer to anti-aging products still makes them, well, anti-aging products?

Helen Mirren, Allure Magazine

On the cover of their September issue, Allure magazine loudly and proudly proclaims The End of Anti-Aging. Flip in a few pages and you find out in the Letter from the Editor that the magazine is no longer using the term ‘anti-aging’. To them, that implies a battle is going on between us and old age, and not only that, that it’s our duty to fight it tooth and nail. Apparently, Allure doesn’t want to spread that message and, they think, that by changing the way we talk about aging, we can start to change the way we think about aging.

I’m not crazy about the phrase ‘anti-aging’ either because I think it sends a message that aging is bad, something that I 100% disagree with.  But at the same time, that doesn’t mean I’m going to give up and stop doing what I can to look and feel my best. I respect all women’s choices but for me, I know that when I try to be the best I can be, for where I’m at in my life right now, I feel good.

So what should beauty products designed for mature women be called? What name really captures what we want from these?

The other night, when I was in the kitchen talking with my two teenage sons, I realized that sometimes I almost feel like their (really) older sister, rather than their mother. This has nothing to do with the way I look but everything to do with the way I feel. I may be in my 50s but inside, I feel like I’m still in my 30s. Maybe these creams and lotions should be called ‘Inner Reflection’ creams.

Or maybe a better name is ‘Protect What You’ve Got’ products. Over the years, I’ve talked to a lot of women in their 40s and 50s and I can count on one hand the number who have told me they want to be young again. No one wants to turn back the clock but if we’re being perfectly honest, I bet there are many of us who, given the chance, would like to stop it where it is right now.

The more I think about it, when it comes right down to it, what I really want from the products I spend my money on is for them to help me look and be my best – vibrant, and not invisible. Several years ago I coined the term ‘Age-amazing’ to describe how women my age say they want to look and feel. Age-amazing means looking the best you can at the age you’re at, but it’s not necessarily about looking wrinkle-free.

Age-amazing is way more about looking and feeling energetic, glowing, engaged, and full of life. It’s about inner beauty that shines through on the outside. Sure the right skin care lotion or shade of lipstick can help, but being age-amazing has way more to do with the positive feelings you get when you take care of yourself and you’re engaged with life, and a whole lot less to do with the lotion or lipstick itself.

What do you think? Time to replace ‘anti-aging’ products’ with ‘age-amazing’ products? Got any other ideas?

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7 thoughts on “If It Isn’t Anti aging, What is It?

  1. I am 60’s now & am; going to the dermatologist. I used Juvederm at the start of this year, then started with the skin pens. The collagen in my face is coming back from the skin pens & the Revision skincare line is helping too. You usually lose volume in your face as you get older, and the way they inject the Juvederm lifts things back up, and bars around the mouth & nose to mouth are decreased too. I was delighted. The skin pens build collagen, so once you get another collagen back in, you just run around for a quick skin pen to freshen up every so often. I am also taking Bio Sil, which helps build collagen. It gets interesting as we get older – LOL!

  2. I’m so pleased with Allure magazine’s new policy. Here in Germany, one of the magazines uses only real-life women as models… this is all very positive. I am 48, eat well most of the time, exercise, consciously fit relaxation into my day, and enjoy the moments. I decided a good few years back to no longer dye my hair, and I do not regret this but appreciate that it is a personal decision. On the other hand, I must have lipstick on before leaving the house! I use mostly very rich vegan serums and creams for my face as I have to focus more on the dryness of my skin and do not want all the chemicals from the fantastic anti-aging products. I love the sun, but I do use lots of high-factor sunscreens. Your blog, Deborah, has often been very inspiring, and I have tried things out that I might not have done otherwise. Sometimes I feel nostalgic for how my skin and body were when I see young women (we never really appreciate it at the time, do we?!), but, just like your other contributors to this line, I do not want to go back to that age either and feel happy in my skin. Please keep up your great blog, Deborah.

  3. I agree! We all want to look our best inside and out. Aging is beautiful. I am in my sixties and enjoy every minute of my life with my husband, children, and grandchild plus one to-be. I don’t want the clock to go back but I do want to look and feel great! My husband and I walk three hours a day most days. We eat a lot of fish and drink a veggie drink for lunch every day. We go dancing a couple of times out of the month. So we do keep active. We take vitamins daily. I use (now you are not going to believe me) on my face Vagisol cream. I have been doing this for years. It is moisture and water base. Like I said I’m in my sixties, but have been told I look in my late forties or early fifties. I don’t use a lot of makeup. Just a moisture tint with SPF, a little blush, lipstick and mascara, and eyeliner for going out. I love fashion that is simple, elegant, and well-made. I like to dress for the right event in style. I believe in having the right attitude. Be happy and positive in life. Laugh a lot. There is nothing wrong with laugh lines.

  4. Of course, there is nothing we can do about “aging” but we can take care of ourselves to be our best at any age. The only other way would be to drop the word age altogether when naming products.

  5. “Pro-aging” (the opposite of “anti-aging”) is a term that would get my respect, support, and money. It’s a term that rebels educate and stands proud of. The idea of pro-aging would require the reeducation of many —which is exactly what we need to combat ageism!

  6. I totally agree. At age 71 I’m “aging amazing”. Feeling good about oneself at whatever age we are presently is most important. How we think reflexes on how we look. I love your website with age-appropriate styles. Being realistic with fashion choices that fit our body is important. Dermatologists suggest skipping all the expensive creams, lotions, etc. All we really require to glow and embrace our age is a good day and night moisturizer and good sunscreen. Wear sunscreen religiously every single day, no matter the weather. It works…believe me. Good nutrition and exercise will keep us feeling and looking our best well into the 90s and even 100.

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