Why Helen Mirren & Allure Magazine Refuse To Say “Anti-Aging” Ever Again. 

American women’s beauty magazine, Allure, just dropped a bombshell on the beauty industry with this headline: “The end of anti-aging.â€

The magazine released an eye-opening article on the simple term– “anti-aging” –something you’ve seen on many of the very products in your bathroom. But what’s so bad about anti-aging? Doesn’t everyone dream of staying forever young?

Allure argues that aging is a part of life–a beautiful part of life–and not something to be treated as an illness or condition to be preventatively treated. According to Allure, their latest issue “is the long-awaited, utterly necessary celebration of growing into your own skin–wrinkles and all.â€

“No one is suggesting giving up retinol. But changing the way we think about aging starts with changing the way we talk about aging.â€

And that is exactly why you will never read the term “anti-aging”in Allure magazine again.

“Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle…. Growing older is a wonderful thing because it means that we get a chance, every day, to live a full, happy life.â€

That certainly gives you something to think about next time you dig through the shelves of Sephora looking for the next “anti-aging”product that promises to be the fountain of youth. But it’s not just about this one phrase. The article continues:

Language matters. When talking about a woman over, say, 40, people tend to add qualifiers: “She looks great…for her age”or “She’s beautiful…for an older woman.”Catch yourself next time and consider what would happen if you just said, “She looks great.â€

As our culture makes perfectly clear, youth is beautiful. But don’t you buy into the lie that only youth is beautiful. Just take 72-year-old superstar Helen Mirren, for example.

In the decades that she’s graced the screen, Dame Helen Mirren has embodied sexiness and strength. And she still does today.

Allure Magazine couldn’t have picked a better subject for the cover of their “end of anti-aging”issue.

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She told Allure that when L’Oréal approached her about working with them, she asked point-blank about their stance on anti-aging. “I said, ‘This word, “anti-aging”— we know we’re getting older. You just want to look and feel as great as you can on a daily basis.’â€

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And Mirren has no qualms with aging.

She plans to live to be 150, and the actress isn’t sticking to the roles “women of a certain age”are expected to fill, opting instead for action, adventure, and more.

“I’m so tired of movies about Alzheimer’s and cancer,”she says. Then she stops. “Actually, I’ve just done a movie where I have cancer and he has Alzheimer’s. But that’s it – done and dusted.â€

Allure ended their article on their “anti-aging”stance with a call to the rest of the beauty industry to join them. “We know it’s not easy to change packaging and marketing overnight. But together we can start to change the conversation and celebrate the beauty in all ages.â€

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