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What’s in a name?

Author: admin

The buzz is that the backlash against the term ‘anti-ageing’ has begun. In its September issue, the editor-in-chief of women’s magazine Allure announced that the term will no longer find place in the magazine. “Whether we know it or not, we’re subtly reinforcing the message that ageing is a condition we need to battle—think anti-anxiety meds, anti-virus software, or anti-fungal spray,” she proclaimed in her editorial. In addition, 72 year-old British actor Helen Mirren, the face of L’Oréal’s Age Perfect range, has also publicly expressed her concerns over the term, saying, “This word ‘anti-ageing’—we know we’re getting older. You just want to look and feel as great as you can on a daily basis.” Next came Ann Jenkins, CEO of American elder advocacy giant AARP, who wrote on social media that AARP will follow Allure’s lead and drop ‘anti-ageing’ and “other age-related terms that that serve no other purpose than to, well… make people feel bad about ageing”.

While these steps are indeed laudable, the question remains whether these moves are merely PR gimmicks. Consider this: Magazines like Allure will continue to feature products and articles that focus on looking ‘young’. And Mirren will continue to be a brand ambassador for LÓreal. So, as website dailymail.co.uk points out, an ‘anti-ageing’ potion could now be described as a ‘youth liberator’, or a wrinkle cream could now be called a ‘line interceptor’. A case of old wine in a new bottle, then? You decide.

Featured in Harmony — Celebrate Age Magazine
October 2017