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?
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?