The quip “aging isn’t so bad when you consider the alternative” is both true and old, and yet, the beauty industry seems to be hell-bent on rejecting it. From a business point of view this makes perfect sense; despite anti-aging pushing an impossible, immortal ideal, it’s also a cash cow. “Anti-aging creates anxiety for a lot of women because they’re told their worth is tied to youth,” says Jenny C. Yip, PsyD. “This reinforces the mindset to purchase more products for more worth.”
Over the past few years, though, there’s been a shift in the conversation around aging in the context of beauty. In 2017, Allure announced that it would stop using the term anti-aging, and in the years since, many brands have swapped out the phrase on their product packaging in favor of euphemisms like “Ageless” (Tula), “Featured Fitness Health
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