Allure magazine just announced it will no longer use the term 'anti-aging.' Other beauty companies should follow!
"Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle
," Allure's editor-in-chief wrote. “Growing older is a wonderful thing because it means that we get a chance, every day, to live a full, happy life.”
It makes perfect sense that women over the age of 40 often feel invisible, because our society pushes "anti-aging" products and marketing onto them. This attitude is reflected elsewhere, too: Women are actually given less dialogue in Hollywood films the older they get, according to a study. And older men appear as much as 10 times more frequently than older women in media.
We need to stop the anti-aging bias. Aging is perfectly okay! It's a beautiful thing to be here on this earth, and with every passing day we gain beauty, experience, wisdom, and appreciation for life. This is why we need to start celebrating, not fighting, aging. Please sign this petition to ask L'Oreal and Estée Lauder to follow in Allure's footsteps and remove the term "anti-aging" from its beauty products and marketing.
Let's celebrate being here!