This week Allure magazine announced it will no longer use the words “anti-aging”.
“Starting with this issue,” wrote editor-in-chief of the US beauty and fashion magazine Michelle Lee.
“We are making a resolution to stop using the term ‘anti-aging’. 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 antifungal spray.”
Lee says the new publishing edict has come about because “language matters” and after a woman reaches around 35 we have a tendency to talk about her looks with qualifiers. “She looks great for her age … or she’s beautiful for an older woman.”
Lee believes we need to embrace and appreciate aging rather than resist it.
It's a lovely idea. It nearly feels empowering just like the Conde Nast offices where marketers and social media managers, editors and publishers would have met in a neat circle and come up with the idea.
It nearly feels like something to celebrate - language is vital and often its examination is the first step on the long path to changing how society views an issue or particular groups of people.