ALLURE OFFICIALLY BINS THE TERM “ANTI-AGING”

September, we love you already! ALLURE MAGAZINE’S SEPTEMBER DOUBLE COVER STORY, an interview with Helen Mirren and alongside it why Allure Will No Longer Use The Term Anti-Aging (both by Allure’s Editor in Chief, Michelle Lee) kicks off autumn, in the biggest beauty news of the year.

So if you’ve bought or are buying this issue, you might want to keep it for posterity (or prosperity as a friend used you say) because a change is gonna come…and it’s already started.

Yes Allure has officially binned the term “anti-aging” (cue a ton of brands redoing their labels/websites/ads, etc. etc.) hurrah! We’ve always been about “You…but better” and a core heart+part of The Beauty Shortlist is healing beauty, ageless beauty and the comforts and joys of beauty. And what could be more comfortable than feeling happy in your own skin however many years it’s served you well? Instead of resenting each new wrinkle and slipping into the dark vat of the “I’m invisible now that I’m 50” mindset.

Helen Mirren with Allure Editor in Chief Michelle Lee 

“If people treat me like the age I am, I get absolutely insulted, really cross. I hate when people give up their seat for me. No, no, no. I don’t want your seat”

Helen Mirren

Brands like NARS, Gucci and L’Oreal have been the older model trailblazers but ads are one thing, editorial is another. So I think (no, I know) that we’ll look back on this sea-change of a magazine cover as a turning point. September 2017 just became the month we finally put that anti-aging term to bed (goodnight – and goodbye!)

We should have ditched it years ago but the big, good thing is the beauty road ahead just got brighter – and what’s better, or more positive or healthier than embracing and celebrating your age anyway, every day? “Ain’t nobody getting younger”…

So “LOVE YOUR AGE”, here we come. Because too many of us don’t even make it to 50.

 

“Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle — think antianxiety meds, antivirus software, or antifungal spray”

Michelle Lee, ALLURE MAGAZINE SEPTEMBER 2017

 

Cover story: The End of Anti-Aging

Read more: Why Allure will no longer use the term anti-aging

 

Cover story: Helen Mirren

You can Helen Mirren’s interview with Michelle Lee here

Bravo Allure, thanks for the best cover of the year.

 



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