fbpx
  • culture
  • style
More

    Allure to Stop “Anti-Aging” Use

    a big week for anti-anti-aging

    Allure announced that it would stop using the word “anti-aging.” I have to wonder if they are making a pitch for a more minted older audience, or if they are having a semantic rethink. The idea that beauty is the sole province of the young is something that we have been banging the drum against since the beginning. It’s demented. It’s not enough to use supermodels, then they must be retouched into the world of Mattel. On the other hand, we all want to look as good as we can. It’s not like the often-mentioned and much-admired Helen Mirren doesn’t have a great haircut.

    The London Times had a very good piece this past weekend: “Cosmetics companies are dumping the word to describe their products. Instead, in come phrases such as “youth liberator,” “lift and luminate” and even “line interception” — which is either a new railway policy or a reference to wrinkles.” Youth Liberator? Is that a sex oil?

    To all those confused brand managers out there, we propose a couple of simple rules. Cool is cool, no matter the age. Beauty is about much more than lines; beauty is a power and that power includes the person’s worldly capacity and confidence, not just the amount of lines on the skin. Perfection is not sexy. Nope. In fact the opposite is true. When confused, study Georgia O’Keefe.

    David Stewart
    David Stewart
    David is the founder and face of AGEIST. He is an expert on, and a passionate champion of the emerging global over-50 lifestyle. A dynamic speaker, he is available for panels, keynotes and informational talks at david@agei.st.
    -Advertisement-
    3,357FansLike
    10,586FollowersFollow
    3,088FollowersFollow

    More Stories

    Words in Progress: Pierluca de Carlo

    Pierluca de Carlo, one of the most impressive artists we have met, is having his first LA show Jan 24-Feb 2, 2020 at The...

    Testing Things: The Step Count of the iPhone vs Fitbit 

    Since we have gotten deep into the idea of tracking our steps, a discrepancy has arisen. The iPhone could be counting 9,000 steps while...

    Dr. Bella McCloud, 59: Upward Life Trajectory

    When, two years ago, we last spoke with Bella, she was deep in the long process of getting her Ph.D. in clinical psychology. Then...

    An Outdoor Guy’s Guide to Lifestyle Brands That Resonate

    There has been a lot of brand bashing about companies that just don’t get it when it comes to people like us. Who does...

    5 Ways for Guys to Look Better. Amy Keller, Our Maverick Fashion Stylist

    How do people like Brad Pitt always look so great? It helps to start out looking like Brad, but people in his line of...

    LATEST Profiles

    Dr. Bella McCloud, 59: Upward Life Trajectory

    When, two years ago, we last spoke with Bella, she was deep in the long process of getting her Ph.D. in clinical psychology. Then...

    Joe La Fontaine, 59: Flying High

    Joe La Fontaine, 59, lives the high life, as in the really really high life, flying at 40,000 ft, captaining the world’s largest commercial...

    Norma Kamali, 74: Embracing the Beauty of Age

    At 74, she is now, and has always been, a true future-looking savant, an icon who is just as vital and culturally influential as...
    X