Eighteen months ago, when I hit 40, I had an a-ha moment. I (thankfully) realised I was okay about getting older and l didn’t need to look 25 forever. It was liberating. I wasn’t sure when ageing became such an issue or how it started. But obviously somewhere along the line, we’ve all been sold a bogus bill of goods that says physical ageing is the death knell.
I know for a lot of women it can be a huge self esteem issue. Pressure to appear young is compounded because of our obsession with celebrity culture and the idea that having young and dewy skin is the be all and end all for a happy life, and potentially marrying George Clooney.
Beauty companies make billions from tapping into our fear of getting old. Like most women, I have been guilty in the past of buying expensive creams and potions to try and stop the ageing process. And although some beauty companies will spruik phrases like, “independent lab results show visible lines reduced by 67%”, I can tell you, after years of trying out a number of these products, the only reducing going on, was my hard earned money from my bank account – and yet I still looked the same!
So now, I see these celebrities in their mid 40s and 50s, endorsing age defying products (who look a million bucks, and probably getting paid similar for the endorsement), and it drives me to absolute distraction. Sure these celebs may still look like they’re in their 30s, and defying age, but what I know is this: they don’t look 10 years younger because of the beauty product they’re flogging. In reality, it’s about a healthy lifestyle, eating right, exercising…and sometimes botox, fillers, and other cosmetic procedures – not to mention that their faces are so blown out with heavy studio lighting, you could toast a few dozen marshmallows off the accompanying heat.
It’s not like this is the first whiff I’ve had of dubious advertising… I know there are companies who market and package a product claiming it to be something that it’s not. And while a few have been brought before the ACCC, others have not. If you look at all the ‘low fat” products flooding the market, there’s no denying, they are definitely low fat, but what isn’t mentioned, is that some of these products are laden with massive amounts of sugar. And that example is really just the tip of the iceberg.
So I am cross that these celebrities are being paid to convince age-fearing women to spend their hard earned money on a beauty product that appears to magically turn back the clock. I think beauty companies who employ these celebrities should put them through a type of litmus test. They should ask these older celebs who look eternally youthful, to pull a face as if they were surprised. And if their face doesn’t move, then they shouldn’t be allowed to sell beauty creams. It’s not fair play. It’s not reality.
It does make me wonder if one day, celebs will just cut to the chase about how they really fight off ageing, so instead of flogging creams, they’ll do commercials for botox, or acid peels or even facelifts.