Anti-ageing: Should we reject the terminology?

With the ageism that has long underpinned the skin care sector finally being called out and with anti-ageing making way for less negative claims, Dr Katerina Steventon argues that the pro-ageing movement is about more than the changes we see in the mirror over time

For a few years now, the beauty lobby and the press have been working against the tide of ageism in skin care. But should the term anti-ageing really be banned, as campaigns suggest? As a scientist, as well as an educated consumer, I felt compelled to examine the issue.

Industry voices argue that, nowadays, only a minority of consumers are looking for immediate, quick-fix results provided by aesthetic medicine or surgery. Their claim is that the out-and-out youth-cultivating era is over and that most women seek natural alternatives.

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