{"id":7584,"date":"2023-09-21T21:23:55","date_gmt":"2023-09-21T14:23:55","guid":{"rendered":"https:\/\/loudhdtv.com\/?p=7584"},"modified":"2023-09-21T21:23:55","modified_gmt":"2023-09-21T14:23:55","slug":"the-changing-tides-of-anti-aging-langauge","status":"publish","type":"post","link":"https:\/\/loudhdtv.com\/?p=7584","title":{"rendered":"The Changing Tides of Anti-Aging Langauge"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3711241968723425\"\r\n     crossorigin=\"anonymous\"><\/script><br \/>\n<\/p>\n<div>\n<div class=\"drop-cap text-big text-gray\"> <span class=\"drop-cap__first text-dropcap \">T<\/span>he quip \u201caging isn\u2019t so bad when you consider the alternative\u201d 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\u2019s also a cash cow. &#8220;Anti-aging creates anxiety for a lot of women because they\u2019re told their worth is tied to youth,\u201d says <a href=\"https:\/\/renewedfreedomcenter.com\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/renewedfreedomcenter.com\/\">Jenny C. Yip, PsyD<\/a>. \u201cThis reinforces the mindset to purchase more products for more worth.&#8221;<\/div>\n<p>Over the past few years, though, there\u2019s been a shift in the conversation around aging in the context of beauty. In 2017, <a href=\"https:\/\/www.allure.com\/story\/allure-magazine-phasing-out-the-word-anti-aging\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.allure.com\/story\/allure-magazine-phasing-out-the-word-anti-aging\"><em>Allure<\/em><\/a> 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 \u201c<a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fshop-links.co%2F1820319783805435047%3Fu1%3DSTMSBT-1115029&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.tula.com\/collections\/aging\">Ageless<\/a>\u201d (Tula), \u201c<a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fgoto.walmart.com%2Fc%2F2372336%2F565706%2F9383%3Fveh%3Daff%26sourceid%3Dimp_000011112222333344%26u%3Dhttps%253A%252F%252Fwww.walmart.com%252Fip%252FDove-Pro-Age-Body-Lotion-400ml-European-Version-NOT-North-American-Variety-Imported-from-United-Kingdom-by-Sentogo-SOLD-AS-A-2-PACK%252F311445287%26subId1%3DSTMSBT-1115029&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.walmart.com\/ip\/Dove-Pro-Age-Body-Lotion-400ml-European-Version-NOT-North-American-Variety-Imported-from-United-Kingdom-by-Sentogo-SOLD-AS-A-2-PACK\/311445287\">Pro-Age<\/a>\u201d (Dove), or \u201c<a href=\"https:\/\/www.vichy.co.uk\/en_GB\/slow-age-day-cream-fluid\/VICUK-106.html\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.vichy.co.uk\/en_GB\/slow-age-day-cream-fluid\/VICUK-106.html\">Slow Age<\/a>\u201d (Vichy). In addition to the semantic shift it meant moving away from the negative connotations associated with &#8220;anti-aging,&#8221; a number of brands have embraced an age-inclusive visual in recent years. 2005 was <a href=\"https:\/\/www.oprahdaily.com\/beauty\/a30980789\/beauty-brands-women-over-50\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.oprahdaily.com\/beauty\/a30980789\/beauty-brands-women-over-50\/\">the first time that actors in their 50s served as beauty ambassadors<\/a> (Susan Sarandon for Revlon and Christie Brinkley for Covergirl), and in the time since Dame Helen Mirren (78) and Jane Fonda (85) have shown up in ads as spokesmodels for L\u2019Or\u00e9al\u2019s \u201c<a href=\"https:\/\/www.lorealparisusa.com\/skin-care\/facial-moisturizers\/age-perfect-midnight-cream?gad=1&amp;gclid=Cj0KCQjw3JanBhCPARIsAJpXTx7bSFreJLHWLaLtbITdWstjhCbyw2tHyQbedvS-shQEtkxMHoBy_vQaAoeDEALw_wcB&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.lorealparisusa.com\/skin-care\/facial-moisturizers\/age-perfect-midnight-cream?gad=1&amp;gclid=Cj0KCQjw3JanBhCPARIsAJpXTx7bSFreJLHWLaLtbITdWstjhCbyw2tHyQbedvS-shQEtkxMHoBy_vQaAoeDEALw_wcB&amp;gclsrc=aw.ds\">Age Perfect<\/a>\u201d line, while Neutrogena has tapped Jennifer Garner (51), Nicole Kidman (56), and Kerry Washington (46) to represent its <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fwww.tkqlhce.com%2Fclick-100155342-14567635%3Fsid%3DSTMSBT-1115029%26url%3Dhttps%253A%252F%252Fwww.neutrogena.com%252Fproducts%252Fskincare%252Frapid-wrinkle-repair-regenerating-anti-wrinkle-retinol-cream-hyaluronic-acid%252F6811098.html&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.neutrogena.com\/products\/skincare\/rapid-wrinkle-repair-regenerating-anti-wrinkle-retinol-cream-hyaluronic-acid\/6811098.html\">Rapid Wrinkle Repair Cream<\/a>.<\/p>\n<p>In theory, all of this <em>should <\/em>signal a step in the right direction toward making consumers feel good about themselves as they age. But in reality, it\u2019s the same messaging cloaked in slightly different packaging. In fact, this new packaging is even more effective: Market research predicts the <a href=\"https:\/\/www.statista.com\/statistics\/509679\/value-of-the-global-anti-aging-market\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.statista.com\/statistics\/509679\/value-of-the-global-anti-aging-market\/\">global anti-aging market to grow<\/a> at a compound annual growth rate (CAGR) of 6.7 percent from $62.6 billion in 2022 to $93 <em>billion<\/em> in 2027.<\/p>\n<p>Though the language and faces promoting these products have changed, they\u2019re still designed to convince us that there\u2019s a \u201cright\u201d way to \u201cage gracefully\u201d\u2014which, for most, simply isn\u2019t attainable. Aging is a natural, biological function we can\u2019t fight, and accepting that reflects no failure of morality or fortitude. There\u2019s also no singular aesthetic of getting older, and the solutions the anti-aging market offers are for a problem that doesn\u2019t even exist.<\/p>\n<div class=\"related-content \" style=\"\" data-module-init=\"related-content\" data-module-immediate=\"\" v-cloak=\"\">\n<div class=\"related-content__wrapper \" v-cloak=\"\" :class=\"{'is-loaded':isLoaded}\">\n<p> <span class=\"inline pr-6 text-seafoam-dark\">Related Stories<\/span> <\/p>\n<p> <related-content class=\"related-content__links\" parent-article-permalink=\"https:\/\/www.wellandgood.com\/anti-aging-language\/\" current-title=\"The Language Around Anti-Aging Has Shifted\u2014But The Messaging, Unfortunately, Has Not\" current-image=\"DD9bZUsj-425x285.jpeg\" v-on:parsely-posts-loaded=\"onPostsLoaded\" start-date=\"2023-03-21\" tag=\"div\" inline-template=\"\" url=\"https:\/\/www.wellandgood.com\/anti-aging-language\/\" secret=\"w5ztterVB03LGZJLfXS0hf3EvQBuFFIWew9hmVQxthU\" apikey=\"wellandgood.com\" limit=\"3\"> <\/p>\n<div>\n<div class=\"related-content__card mb-[10px] sm:mb-[20px]\" :class=\"{'related-content__card--full':posts.length === 1}\" v-for=\"(post, key) in posts\"> <a v-on:click.prevent=\"trackLinkGA($event, key)\" :href=\"https:\/\/www.wellandgood.com\/anti-aging-language\/post.url\" data-url-source=\"related-content\" class=\"related-content__link\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"\"> <\/p>\n<div class=\"related-content__card--image bg-tan\" :style=\"{ backgroundImage: 'url(' + post.image_url + ')' }\"> <img :src=\"https:\/\/www.wellandgood.com\/anti-aging-language\/post.image_url\" :alt=\"post.title\"\/> <\/div>\n<p> <\/a>  <\/div>\n<\/p><\/div>\n<p> <\/related-content> <\/div>\n<\/p><\/div>\n<h2>The curse of the anti-aging narrative<\/h2>\n<p>According to Dr. Yip, the anti-aging ideal begins as soon as people start understanding what beauty and aging means. <a href=\"https:\/\/ejop.psychopen.eu\/index.php\/ejop\/article\/view\/829\" referrerpolicy=\"no-referrer-when-downgrade\" rel=\"nofollow\" class=\"no-underline citation\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/ejop.psychopen.eu\/index.php\/ejop\/article\/view\/829\"><span>Research<\/span><sup>1<\/sup><\/a> has shown that children begin to develop a level of self-awareness and understanding appearance around age five, and this continues to evolve into adolescence.<\/p>\n<p>Despite the shifting language we\u2019ve seen in the past few years, the desire for young women to embrace anti-aging interventions is on the rise. \u201cThe <a href=\"https:\/\/philarchive.org\/archive\/WEIBRO\" target=\"_blank\" rel=\"noopener\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/philarchive.org\/archive\/WEIBRO\">global ideal of youthfulness<\/a> demands that we look somewhere between 18 and 35\u2014and the older we get, the more intervention is required to stay looking in that range,\u201d says <a href=\"https:\/\/elisehu.com\/about\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/elisehu.com\/about\/\">Elise Hu<\/a>, beauty journalist and author of <a href=\"https:\/\/www.penguinrandomhouse.com\/books\/667034\/flawless-by-elise-hu\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.penguinrandomhouse.com\/books\/667034\/flawless-by-elise-hu\/\"><em>Flawless: Lessons in Looks and Culture from the K-Beauty Capital<\/em><\/a>. \u201cSo it makes total sense that while your chronological age is somewhere in the ideal 18 to -35 range, you\u2019d spend money on procedures to try and stay there.\u201d<\/p>\n<p>In 2012, fewer than <a href=\"https:\/\/www.statista.com\/statistics\/283376\/us-women-importance-of-anti-aging-skin-care-by-age-group\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.statista.com\/statistics\/283376\/us-women-importance-of-anti-aging-skin-care-by-age-group\/\">20 percent of US women<\/a> between 18 and 24 years old considered anti-aging skin care to be important, according to a survey by NPD Group, a market research company. But by 2018, <a href=\"https:\/\/urldefense.com\/v3\/__https:\/gcimagazine.texterity.com\/gcimagazine\/march_2019\/MobilePagedReplica.action?pm=1&amp;folio=46*pg49__;Iw!!AQdq3sQhfUj4q8uUguY!1Rt2jsdcJdV5d-c7ORHLJp3mokdpPM6jOGcT3nkrWogIGAaSz6oM-Yz4y3n86ineDRRIHg$\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/urldefense.com\/v3\/__https:\/gcimagazine.texterity.com\/gcimagazine\/march_2019\/MobilePagedReplica.action?pm=1&amp;folio=46*pg49__;Iw!!AQdq3sQhfUj4q8uUguY!1Rt2jsdcJdV5d-c7ORHLJp3mokdpPM6jOGcT3nkrWogIGAaSz6oM-Yz4y3n86ineDRRIHg$\">another US-focused study<\/a> found that more than half of women in the same demographic wanted to add age-prevention products into their routines. What\u2019s more, according to a 2023 report from the <a href=\"https:\/\/www.aafprs.org\/Media\/Press_Releases\/New-Trends-in-Facial-Plastic-Surgery.aspx\" target=\"_blank\" rel=\"noopener\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.aafprs.org\/Media\/Press_Releases\/New-Trends-in-Facial-Plastic-Surgery.aspx\">American Academy of Facial Plastic and Reconstructive Surgery<\/a>, 78 percent of members (all of whom are facial plastic and reconstructive surgeons from around the world) \u201cbelieve there will be a greater emphasis on earlier maintenance and age prevention starting in the 20s-30s to forestall bigger procedures and surgeries for later down the road.\u201d<\/p>\n<blockquote>\n<p>&#8220;Anti-aging creates anxiety for a lot of women because they\u2019re told their worth is tied to youth. This reinforces the mindset to purchase more products for more worth.&#8221;\u2014Jenny C. Yip, PsyD<\/p>\n<\/blockquote>\n<p>The issue, though, is that most of the anti-aging interventions consumers are shelling out their hard-earned cash for simply\u2026 don\u2019t work. Despite the lofty promises that many brands make around their formulas, \u201cThere is no anti-aging product that can erase 10 to 20 years of sun damage or a compromised barrier, [which are] two of the main external factors associated with aging,&#8221; says <a href=\"https:\/\/www.fryface.com\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.fryface.com\/\">Fayne Frey, MD<\/a>, a board-certified dermatologist and author of <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fwww.amazon.com%2FSkincare-Hoax-Tricked-Lotions-Potions%2Fdp%2F1510771557%3Ftag%3Dwgtrx9317-20%26asc_refurl%3Dhttps%253A%252F%252Fwww.wellandgood.com%252Fanti-aging-language%252F%26asc_source%3Ddirect%26asc_campaign%3Dno-campaign&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.amazon.com\/Skincare-Hoax-Tricked-Lotions-Potions\/dp\/1510771557\"><em>The Skincare Hoax: How You&#8217;re Being Tricked into Buying Lotions, Potions &amp; Wrinkle Cream<\/em><\/a><em>. <\/em>&#8220;The FDA considers over-the-counter skin-care products as having no medical value, so the efficacy of these claims doesn&#8217;t have to be proven.\u201d<\/p>\n<p>All cosmetic and skin-care products are designed to beautify and promote attractiveness, not help cure, treat, or prevent an ailment. So if an eye cream or moisturizer could truly change the skin\u2019s structure, it would have to be classified as a drug by the US Food and Drug Administration (<a href=\"https:\/\/www.fda.gov\/cosmetics\/cosmetics-laws-regulations\/it-cosmetic-drug-or-both-or-it-soap\" target=\"_blank\" rel=\"noopener\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.fda.gov\/cosmetics\/cosmetics-laws-regulations\/it-cosmetic-drug-or-both-or-it-soap\">FDA<\/a>). \u201cIf you are looking for \u2018the fountain of youth in a bottle,\u2019 you will not find it in over-the-counter skin-care products,\u201d adds Dr. Frey .<\/p>\n<p>Even the most highly-regarded anti-aging creams (think: La Mer) only appear to work because they&#8217;re primarily moisturizers that increase the skin&#8217;s water content &#8220;and temporarily improve the appearance of very fine lines, especially around the eyes where the skin is very thin,\u201d says Dr. Frey. But this change is only temporary because it can\u2019t work on a biological level meaning it\u2019s impossible to make skin younger.<\/p>\n<p>Not even <a href=\"https:\/\/www.wellandgood.com\/quick-fix-culture\/\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.wellandgood.com\/quick-fix-culture\/\">Botox <\/a>and fillers guarantee to shave years off of your appearance, because aging isn\u2019t just about volume loss. \u201cWe lose bone, fat, collagen, and elastin, which is why we start to sag and look hollow,\u201d says <a href=\"https:\/\/drjessiecheung.com\/our-team\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/drjessiecheung.com\/our-team\/\">Jessie Cheung, MD<\/a>, board-certified dermatologist. \u201cFillers can combat signs of aging by contouring and replacing volume; however traditional ones won\u2019t contribute to improvements in skin quality because they can\u2019t erase sun damage, such as broken blood vessels or sunspots, which are known causes for one\u2019s skin to look old.\u201d<\/p>\n<p>All to say, there\u2019s no single solution to undo the natural aging process. This reality has allowed the beauty industry to create a vicious cycle: Brands make women feel like they need to buy their products to stay looking young\u2014and with that, <a href=\"https:\/\/www.apa.org\/monitor\/2023\/03\/cover-new-concept-of-aging\" target=\"_blank\" rel=\"noopener\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.apa.org\/monitor\/2023\/03\/cover-new-concept-of-aging\">uphold their value in society<\/a>\u2014and when these products don\u2019t deliver on their promises, it keeps them coming back for more. \u201cIt\u2019s a construct designed to keep us consumed with insecurity and consuming products,\u201d says <a href=\"https:\/\/www.instagram.com\/jessicadefino_\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.instagram.com\/jessicadefino_\/\">Jessica DeFino<\/a>, beauty culture critic and author of <a href=\"https:\/\/jessicadefino.substack.com\/\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/jessicadefino.substack.com\/\"><em>The Unpublishable<\/em><\/a> newsletter. \u201cIt&#8217;s a fear-based framework meant to elicit an emotion on which companies can capitalize and keep capitalizing, as an \u2018anti-aging\u2019 goal that can never be met.\u201d<\/p>\n<h2>The language around anti-aging may be shifting, but the message remains the same<\/h2>\n<p>As an increasingly younger demographic of women has begun to add age-defying skin care into their routines, brands have tweaked their marketing accordingly. Quintessential millennial beauty brands like <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fglossier.79ic8e.net%2Fc%2F2372336%2F431612%2F7573%3FsubId1%3DSTMSBT-996457%26u%3Dhttps%253A%252F%252Fwww.glossier.com%252Fproducts%252Fsuper-bounce&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.glossier.com\/products\/super-bounce\">Glossier<\/a>, <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fshop-links.co%2F1800728640256545929%3Fu1%3DSTMSBT-1115029&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.sephora.com\/product\/protini-tm-polypeptide-cream-P427421\">Drunk Elephant<\/a>, and <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fshop-links.co%2F1820319805757099732%3Fu1%3DSTMSBT-1115029&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/www.sephora.com\/product\/blueberry-bounce-gentle-cleanser-P436359\">Glow Recipe<\/a> forego any terms related to the word aging in favor of wellness-forward phrases like \u201cplumping,\u201d \u201cfirming,\u201d and \u201cbounce-restoring\u201d\u2014all of which essentially mean the exact same thing as their predecessor. These carefully picked words make it <em>seem<\/em> like the products will restore your skin to its former glory without shame, but ultimately, \u201cthey reinforce a fear about aging attractively,\u201d says <a href=\"https:\/\/clicks.trx-hub.com\/xid\/leafgroup_ca5e0_wellgood?q=https%3A%2F%2Fgo.skimresources.com%3Fid%3D104860X1561639%26xs%3D1%26xcust%3DSTMSBT-1112967%26url%3Dhttps%253A%252F%252Fdrloretta.com%252Fpages%252Fdr-loretta-team&amp;p=https%3A%2F%2Fwww.wellandgood.com%2Fanti-aging-language%2F&amp;event_type=click\" target=\"_blank\" rel=\"noopener nofollow\" referrerpolicy=\"no-referrer-when-downgrade\" data-vars-event=\"body text\" data-vars-click-url=\"https:\/\/drloretta.com\/pages\/dr-loretta-team\">Loretta Ciraldo, MD<\/a>, a board-certified dermatologist.<\/p>\n<p>The vilification of traditional anti-aging terminology has given rise to these more acceptable alternatives, but ultimately, the same messaging perseveres. \u201c\u2019Non-aging,\u2019 is the groundbreaking term that recently replaced \u2018slow aging,\u2019 \u2018preserv-aging,\u2019 \u2018aging gracefully,\u2019 and \u2018addressing mature skin\u2019 as the way to capitalize on women&#8217;s fear of living long-but-wrinkly lives while avoiding the ire of anti-anti-agers,\u201d says DeFino.<\/p>\n<blockquote>\n<p>&#8220;Being stuck in this loop actually disempowers society by continuing to perpetuate the unrealistic and unachievable standards&#8221;\u2014Jessica Defino<\/p>\n<\/blockquote>\n<p>This is meant to distract you from the fact that brands are selling the same types of formulations that promise the same unrealistic results\u2014only now, it\u2019s being done under the guise that you\u2019re in control, because they\u2019ve purportedly removed the stigma around aging. But it\u2019s clear that companies want us to \u201ccontinue to chase youth as a beauty ideal, no matter what kind of language they\u2019re slapping on the bottles,\u201d says Hu.<\/p>\n<p>Regardless of the language that\u2019s being used, upholding the youth-as-the-beauty-ideal perpetuates the same problem as it always has. Spending money to achieve a more youthful appearance, \u201cMight give a sense of empowerment, but being stuck in this loop actually disempowers society by continuing to perpetuate the unrealistic and unachievable standards,\u201d says Defino.<\/p>\n<h2>How do we work against the \u2018anti-aging\u2019 ideals?<\/h2>\n<p>It\u2019s easy to say, \u201cjust stop buying anti-aging products and embrace your skin\u2019s natural aging process,\u201d because ultimately, \u201cif we stopped buying [anti-aging] eye creams, those companies wouldn\u2019t make them.\u201d says Dr. Frey. But, it\u2019s much harder for that to actually happen. Real change will require more significant societal shifts.<\/p>\n<p>The fixation on youthful-looking skin only stops when we act together to examine our individual attitudes and beliefs toward aging and divorce them from the pervasive culture of anti-aging. \u201cIt works in the same way diet culture has been challenged, and so many have divested from it,\u201d says Hu. \u201cJust as we have with fatphobia, it means changing our own attitudes and language around getting older. So check your consumer habits and the standards you normalize.\u201d Self care goes hand-in-hand with community care, and it\u2019s important that society advocates against ageism across <em>all<\/em> sectors\u2014not just in beauty, but in the workplace, in health care, and in our own inherent biases, too.<\/p>\n<p>Until there\u2019s a real shift in attitudes toward aging, the beauty industry will continue to exploit and capitalize on consumers\u2019 insecurities about looking older\u2014just with slightly different language that\u2019s been tweaked to fit the current social climate.<\/p>\n<p>We&#8217;ve only just begun to see shifts in the conversation around aging, and &#8220;without change from a psychological standpoint that our appearance doesn&#8217;t equal our worth, the same performative beauty tropes will continue to be on the shelves, because companies have their sales as proof to back their decisions,&#8221; says Dr. Yip.<\/p>\n<div class=\"post-citations mt-[40px] mb-[30px]\" data-module-init=\"main-2020\/post-citations\" data-module-immediate=\"true\">\n<hr class=\"!border-seafoam-dark mb-[24px]\"\/>\n<div class=\"post-citations-content flex flex-col gap-[24px]\">\n<p>Well+Good articles reference scientific, reliable, recent, robust studies to back up the information we share. You can trust us along your wellness journey.<\/p>\n<div>\n<ol class=\"!ml-[18px] !mt-0\">\n<li>\n              Valle, A., Massaro, D., Castelli, I., &amp; Marchetti, A. (2015). Theory of Mind Development in Adolescence and Early Adulthood: The Growing Complexity of Recursive Thinking Ability.\u00a0<i>Europe\u2019s Journal of Psychology<\/i>,\u00a0<i>11<\/i>(1), 112-124. https:\/\/doi.org\/10.5964\/ejop.v11i1.829            <\/li>\n<\/ol><\/div>\n<\/p><\/div>\n<hr class=\"!border-seafoam-dark mt-[24px]\"\/>\n  <\/div>\n<div class=\"disclaimers__after_content mb-[18px] mt-[16px] pt-[16px]\">\n<div class=\"outline-earmark relative mt-[8px] pt-[10px] pl-[20px]\">\n<p>\n            Our editors independently select these products. Making a purchase through our links may earn Well+Good a commission.          <\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><script async defer src=\"https:\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><br \/>\n<br \/><div data-type=\"_mgwidget\" data-widget-id=\"1675549\">\r\n<\/div>\r\n<script>(function(w,q){w[q]=w[q]||[];w[q].push([\"_mgc.load\"])})(window,\"_mgq\");\r\n<\/script>\r\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The quip \u201caging isn\u2019t so bad when you consider the alternative\u201d 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\u2019s also a cash cow. &#8220;Anti-aging creates anxiety for a &hellip;<\/p>\n","protected":false},"author":3,"featured_media":7585,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-7584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-health"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"The quip \u201caging isn\u2019t so bad when you consider the alternative\u201d is both true and old, and yet, the beauty industry seems to be hell-bent on rejecting it. 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