The green beauty community has a new dirty word. The word? “Anti-aging”. In the last few months, some of my most beloved bloggers and creators, from Josh Rosebrook, to Sarita Coren, to Kristen Arnett have lambasted its use as an emotionally manipulative marketing tool. The feeling is that the word is designed to make women feel bad about themselves, all in service of selling more products – most of which don’t even deliver on those anti-aging promises. This claim is, of course, completely valid. We live in a youth-obsessed culture and despite the occasional use of badass ladies of a certain age in ad campaigns, the practice is still to photoshop dewy 20-somethings to sell creams to women 40-something and older and help them look less withered, barren and hag-like. It’s ageist and damaging and, most importantly, it’s crap. Age doesn’t make a woman any less sexy, vibrant, gorgeous or fun – just look at Helen Mirren, for goodness sakes! So I am completely onboard with reevaluating the term “anti-aging”. Here is the thing though: women are constantly bombarded with messages about what they should or should not be doing with their bodies and their lives. I don’t want to be the one to tell them that they must enjoy aging.
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