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.
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.'
Good for her. Anti aging is a stupid term aimed at women anyway. Even babies are aging.— Enelrad (@darlydar) August 14, 2017
There is nothing wrong with aging,it's a blessing,embrace it because not many live long enough to see their hair turn white.— Sick of this world (@spencerjnlouis) August 15, 2017
Of course we'd be lying if we said everyone was feeling the inspiration.
Because she is privileged and can afford injections— Sheri G. W. (@chaoticbulldog) August 15, 2017
Jesus! It's so silly for an old woman to be so desperate. Embarrassing.— PCE (@REDHOTTEXAS) August 15, 2017
Absolutely & we're not suggesting you stop using it. But we think there are better ways to talk abt its smoothing, hydrating abilities ✌🏽— Michelle Lee (@heymichellelee) August 14, 2017
Actually, we're not suggesting softening language at all. We'd love everyone to be more specific about what products do ✌🏽— Michelle Lee (@heymichellelee) August 14, 2017
We agree! Good skin care is essential. We just believe there are better ways for us to talk about it.— Michelle Lee (@heymichellelee) August 14, 2017