Should the beauty industry ban the phrase 'anti-ageing'? - YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Beauty Should the beauty industry ban the phrase ‘ anti-ageing’ By You Magazine - June 8, 2018 Head into Boots or Superdrug and there are shelves upon shelves – entire aisles even – devoted to anti-ageing products. Chances are you’ve got a few in your bathroom cabinet, too. But a new report has called for the term ‘anti-ageing’ to be banned across the cosmetics industry. Getty The report, called The Age Old Problem, was commissioned by the Royal Society for Public Health (RSPH) in partnership with the Calouste Gulbenkian Foundation, a charitable organisation which works to make improvements in wellbeing. They believe that the frequent use of the phrase on packaging and in marketing campaigns, creates the impression that the natural ageing process is something negative. ‘Too often ageist behaviour and language is trivialised, overlooked, or even served up as the punchline to a joke – something we would rightly not tolerate with other forms of prejudice,’ says Shirley Cramer, RSPH Chief Executive. According to RSPH statistics nearly half of women and a quarter of men feel pressure to look youthful. The report highlights the impact that this can have: ‘There is great pressure on older women to use anti-ageing products and technologies, which could exploit and reinforce ageist attitudes, encouraging older women to fight to maintain their youth and hide their age. This can lead to poor body image in many older women.’ The global anti-ageing market is predicted to be worth more than $330 billion (approx. £245bn) by 2021. Critics argue that not only is anti-ageing a negative term, but that it is impossible to slow down or ‘cure’ how we age. Others simply feel that phrases such as ‘radiance-boosting’ and ‘smoothing’ could be used instead of ‘anti-ageing’. In fact, a shift in the language beauty brands use around age is already happening – take Dove’s ‘Pro Age’ range and L’Oreal’s ‘Age Perfect’ collection, which both take a more positive approach. In light of this latest report we may well see more brands following suit. RELATED ARTICLESMORE FROM AUTHOR You could get paid to test Liberty’ s Beauty Advent Calendar People are obsessed with this Revlon hair drying tool A new drop of Boots Star Gifts has landed for Christmas 2022 Popular in Beauty People are seriously impressed with Primark’ s £8 skinny curling tongs December 16, 2019 Boots is giving away free lipsticks to celebrate the launch of January 23, 2020 This long-lasting eyebrow product is getting rave reviews and is just June 21, 2021 These Liz Earle gift sets are on sale just in time March 5, 2020 WIN A Kiehl’ s skincare heroes bundle worth £104 July 24, 2020 Cult skincare brand Sunday Riley is branching out into hair products April 24, 2020 Superdrug is holding a huge BOGOF sale on all cosmetics for May 28, 2020 Your salon could charge you extra for overgrown roots and bad June 25, 2020 Facial steamers Why searches for this beauty gadget were up 400 July 10, 2020 Lush subscription boxes have arrived and they contain exclusive new products August 3, 2020 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved