Why anti-ageing is out in the beauty industry
2 monthes ago - By The Guardian
The term ‘anti-ageing' may now be taboo, but the new era of beauty advertising still profits on women's insecurities
It is no longer fashionable to be anti-ageing: it has been rebadged as “pro-skin”, by the founder of American skincare brand Drunk Elephant and “anti-wrinkles” by Neutrogena. A new vocabulary of renewal, regeneration, plumpness and “glow” now dominates the language of the beauty industry, the ethos of body-positivity finally inching its way up to the top. It falls into a familiar category: stuff you know is basically tripe, but you can't really object to because what went...
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