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‘Allure’ Magazine Vows To No Longer Use The Term ‘Anti-Aging’

Allure magazine just made an exciting, and kind of shocking, announcement. It will no longer be using the term "anti-aging" and has vowed to re-frame the way it talks about aging in general. Traditionally, magazines that cater to women are filled to the brim with talks about aging like it's a terrible thing. There are ongoing discussions about ways to fight signs of aging, like wrinkles and grey hair. Allure seeks to change that, and it's kicking off the change by featuring one of the world's most beautiful and outspoken "older" women on the cover. 

Dame Helen Mirren has been a stunning beauty her whole life.

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The magazine goes further than just banning the term for themselves. They call on readers and other publications to do the same. Editor-in-Chief Michelle Lee had this to say: 

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. 

The issue talks about the importance of representation, both in word and image. While the industry has been improving lately in its use of models who are over the "typical" age range of the past, word choices have still been an issue. Michelle Lee pointed out that the phrase "anti-aging" sends the message that aging is a condition that needs to be fought against. She also calls out the way we tend to add modifiers when calling someone beautiful: 

When talking about a woman over, say, 40, people tend to add qualifiers: 'She looks great... for her age' or 'She's beautiful... for an older woman.' Catch yourself next time and consider what would happen if you just said 'She looks great.'

The message, plus Dame Helen Mirren on the cover, is drawing some serious applause. 

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"Even babies are aging." 

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People are calling for the world to just embrace aging. 

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Of course we'd be lying if we said everyone was feeling the inspiration. 

Sheri doesn't seem to think Helen's anti-aging message would be quite so loud if she weren't in her financial position. 

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This person thinks Helen is being "desperate." 

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As Allure's message gets around, people are hoping for other changes as well. 

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Michelle Lee has faced some criticism about the move from people who don't understand it, but she's been responding and clarifying like a champ. 

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Congratulations to Allure on taking such a bold step. 


H/T: Huffington Post, Twitter