Rethinking beauty’s anti-ageing concept

In a time of fashion and beauty revolutions, the terminology used around our favourite skincare products has begun to gather attention for its language and mentality. Within this increasingly aware and adaptable society attitudes towards beauty and ageing have been scrutinised because of their seemingly negative implications.

As we arguably move towards a more accepting beauty industry is it time we abandoned such terms? Neutrogena has attempted to develop its brand with a new vocabulary claiming to be ‘pro-skin’ instead of ‘anti-ageing’. In an article in The Guardian addressing such concerns, the question of ‘new face same shaming product’ is brought to mind. Such a fixation on changing skin and altering imperfections has not disappeared in this name changing process. This distaste still exists even in this shiny new vocabulary. Although it is hard to argue with the more positive sounding language, insecurities are still highlighted in the beauty world for the profit of brands. Welcoming body and skin positivity comes with the need to scrutinise the message. It is not enough for brands to claim to reinvent beauty and implement positive mentalities and inclusivity around its products if it is not followed through in a practical way.

With this, a report by the Independent stated that such terms are problematic and challenging as it puts ageing in a ‘negative light’, highlighting once again this turning point in mentalities. As the pressure to retain a ‘youthful glow’ continues, is this mishmash of dialogue now sending mixed messages? The distinction is difficult to follow.

This trivialisation of the ageing process is also a key factor in why it has taken so long for positive and genuine dialogue to emerge, and this process is not finished.

Once we reach a point where products are discussed as optional luxuries, along with a greater emphasis on genuine skin conditions or issues and not just collagen loss, then a real change will be seen in the beauty industry.

For now, it is important to question the messages being produced by even our favourite beauty brands and to expect more than what we are being offered.

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