It's Beautiful: More Women are Rejecting Anti-Aging and Embracing Aging

AntiAging is AntiHumanThis is not just a bad message to hear but an antihuman one that is doing much to encourage ageist thinking and practices quotIf the beauty industry is any indication the whole world seems to believe that aging is a bad thingquot noted curologycom correctly thinking instead that quotaging is a privilegequot Women are the primary target of skin creams and through language and imagery marketers tap into their fears of being deemed less attractive and less desirable in a society in which youth still prevails in terms of bodily aesthetics Even though just the opposite is true older women are more mature confident and powerful than when they were younger the antiaging narrative is about decline and irrelevance contributing to and reinforcing ageist beliefs and actionsThe BacklashFortunately a backlash against antiaging is in the works being led by a surprising source In September 2017 Allure magazine a publication best known for telling readers how to be well more alluring broke with the ranks by committing to no longer using the term quotantiagingquotamp160Editor Michelle Lee wrote that it was time for a quotcelebration of growing into your own skin wrinkles and allquot seemingly either a brave decision that might alienate advertisers or a clever marketing ploy to get media attention and perhaps take advantage of an aging reader baseamp160Allure emphasized its message by putting 72yearold Helen Mirren on the cover labeling her as quotthe hero we needquot Lee made it clear that the magazine would not stop promoting products that claim they can make women appear younger but rather change the way it discussed agingamp160 Indeed in the very same issue readers could see an ad for a new L39Oreal moisturizer that quotstimulates cell turnover from withinquot so that users could quotget their rosy tone backquot And who was featured in the adamp160 Helen MirrenWhile Allure was obviously sending a literally mixed message by simultaneously challenging and endorsing antiaging introducing the conversation into the beauty community and larger society was a step in the right direction The magazine39s action was widely covered by the general media The mainstreaming of Botox had by then made antiaging uncool and more importantly served as visible evidence of how fighting the physical effects of aging was ultimately a losing battle It remains to be determined whether we39ve turned a corner in our attitudes about getting older antiaging beauty products are as popular as ever as is the effort to extend our lives through radical therapies but at least there are signs that an quotantiantiagingquot movement is in the worksAging is Coming Back in FashionNancy Trent the head of a wellness public relations firm specializing in the cosmetics industry sees only upside in marketers taking a more positive view of older consumers Trent calls the cohort made up of baby boomers and older Gen Xers Generation Silver or just Gen S reflecting not just the typical hair color of the market but the fact that it has by far the most disposable income of any 80 of them are even covering at least some of the expenses of their adult children according to NerdWallet quotAging is coming back in fashionquot Trent stated in 2020 thinking that Generation S will serve as quotinfluencersquot because of their great numbers and immense spending powerIf the cosmetics industry is any judge aging does indeed appear to be becoming more fashionable Marketers in that business around the world have historically focused on the youth market but are now increasingly shifting their attention to older consumers as the global population ages While antiaging is an oxymoronic concept there39s nothing at all wrong with using a product that can enhance one39s appearance The market for makeup lotions lipsticks and foundations is growing fast as older consumers buy products that have been produced with their bodies in mind As Allure39s bold stance against antiaging suggests the emerging narrative of beauty is less about hiding the quotbadquot and more about bringing out the quotgoodquotamp160Shiseido is one company going after the 50 market having created a dedicated line of products under the brand name Prior Yuki Kawai the brand manager of Prior says the question that should be asked by anyone is quotWhat39s beautiful about my agequot a wonderful way to view the inevitable process of getting olderGetting Older and Looking BetterNot just cosmetics but fashion too seems to be warming up to the silver marketamp160 quotPerceptions about what39s amp8216ageappropriate39 are shifting as designers retailers and celebrities like Heidi Klum 47 Jennifer Lopez 51 Halle Berry 54 and Angela Bassett 62 are encouraging a rejuvenated approach to fashionquot A 2020 article in O The Oprah Magazine read happy to report that quotthese days women are proving that getting older and looking better than ever go hand in handquotThe implications to and opportunities for the media marketing entertainment communities are clear Corporations organizations and individuals have a responsibility to address ageism by featuring the positive roles of older women in business society and cultureamp160 Especially in recognition of International Women39s Day on March 8 and National Women39s Month March consider ways to advance advocacy to activism by demonstrating a genuine commitment to women of all agesClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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It's Beautiful: More Women are Rejecting Anti-Aging and Embracing Aging

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Larry Samuel

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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