Age is nothing but a number—not a dictator of beauty—and one high-profile beauty magazine just took a bold step to show how strongly they believe that.
Allure magazine just announced plans to phase out the word “anti-aging,” in an effort to remove it from their (and, they hope, their readers’) vocabulary entirely. “We are making a resolution to stop using the term “anti-aging,” Allure Editor-in-Chief, Michelle Lee, wrote in a statement on the decision. “Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle — think anti-anxiety meds, antivirus software, or anti-fungal spray.”
They’re hoping to change the conversation when it comes to beauty standards and aging. Of course, they realize that the beauty industry isn’t going to hop on the “no anti-aging talk” bandwagon overnight—but even so, they are hoping that this will make some sort of a difference in the way women, especially, view themselves as they age.
“Repeat after me: Growing older is a wonderful thing because it means that we get a chance, every day, to live a full, happy life,” Lee wrote.
Who better to feature on their cover alongside the news of this decision than 72-year-old actress and style icon Helen Mirren?
She was apparently all for the magazine ditching the “anti-aging” term. In fact, when she was approached by L’Oreal, she wanted to convince them to do the same.
“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,'” she told Allure.
Mirren isn’t the only person who supports this decision. Plenty of women are already living with the “you can’t stop aging, so embrace it” mindset.
“Good because [anti-aging] doesn’t exist! You can’t stop aging and aging isn’t a bad thing at all,” one Facebook user wrote in response to Allure’s announcement.
However, there are those who find it dubious Allure also wrote, “No one is suggesting giving up retinol,” in their announcement, revealing that perhaps their commitment to rebuking anti-aging doesn’t go farther than banning the word. The publication did go on to say, “But changing the way we think about aging starts with changing the way we talk about aging.”
Only time will tell if Allure also stops promoting anti-aging products for their “anti-aging” benefits and focus instead on the health benefits they can have for the skin, but vowing to change the way we talk about aging is a good start for now.
In fact, in the beauty industry, it’s downright revolutionary.