Goodbye to Anti-aging


Goodbye to the term anti-aging

Merriam-Webster dictionary defines age or aging as "one of the stages of life." Anti defined as a preposition means "against."


So, does it make sense to be in opposition of aging? More to the point, why does the term anti-aging continue to be utilized as a means to advance the notion of skin aging prevention?


Within the skin care arena a refresh is most welcome. It would be more useful to read and hear messaging that focuses on specific skin care ingredients, foods, and skin health tips for skin issues at different stages of one's life.


Anti-aging no longer resonates with a more informed buying public. The ongoing usage of this term is misplaced at best. As an example, a recent article in Forbes states, "40 million 50+ American women represent over $15 trillion dollars in purchasing power and are the healthiest, wealthiest, and most active generation in history. This group of super consumers, who will experience the largest population growth over the next 10 years, represent off-the-charts spending power, yet most of these women feel completely ignored by marketers."


Part of the reason why this much-valued segment of consumers feels unacknowledged is directly related to vernacular that celebrates youth-focused health and beauty. Today, aging equates to wisdom, power, vision, inspiration, resilience, strength, exploration, and self-awareness. Anti-aging is no longer appropriate.















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