Anti-aging – More than just a word?

Vor etwas mehr als einem Jahr beschloss das Allure Magazine, den Begriff Anti-Aging zu vergessen.

 

Antialterung
Anti-aging – is it more than just a word?

 

In ihrer Ausgabe vom September 2017 (mit der hinreißenden Helen Mirren auf dem Cover) erklärten sie:

This issue is the long-awaited, utterly necessary celebration of growing into your own skin — wrinkles and all. No one is suggesting giving up retinol. But changing the way we think about aging starts with changing the way we talk about aging.

With that in mind, and starting with this issue, we are making a resolution to stop using the term “anti-aging.” 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.”

Altern ist ein Privileg, ich denke, wir können uns darauf einigen, aber ändert der Begriff Anti-Aging nichts?

This, dear reader, is a question I have not yet found my answer to.

Words are powerful and do influence our way of thinking. Anti-whatever gives the “whatever” a negative connotation, puts aging next to things we want to get rid of.

Wenn meine Tochter von Töpfen und Tränken umgeben ist, in denen Anti-Aging geschrieben steht (und sie tut es, mein Badezimmer ist voll von diesen Sachen!), Wird sie unweigerlich lernen, dass das Altern verhindert werden muss.

Aber können wir einfach ein Wort eliminieren und den leeren Raum leer lassen? Anti-Aging gehört zu den am häufigsten gesuchten Schlüsselbegriffen in der Beauty-Branche, daher gibt es definitiv einen Wunsch danach.

Why do we want this anti-aging effect? Why is looking youthful so important? Is it all down to society and the way we speak?

Youth is linked to health and fertility, which is linked to being sexually attractive. That has little to do with society, but more with reproduction, with basic animal instincts … With conservation of the species in the end.

But at the same time society has taught us that being sexually attractive is the ONLY way of being attractive. Wisdom, patience, the power of a woman past her menopause – We don´t credit that anymore.

So if I just take “anti-aging” and ban it from this website – will that change the way we see women? Or will it just hurt my SEO?

In the end, I think that Allure banning the word was an important step towards a change that is long overdue. A change that is slowly but surely taking place, with the increase of beauty bloggers past the age of 30, with campaigns like #thatsnotme (Verknüpfung) und vor allem mit Frauen wie Helen Mirren, die für so viele andere Dinge bewundert werden können, als noch in der Lage zu sein, schwanger zu werden.

There is nothing wrong with wanting to look our best, but the emphasis should be on “our”. Beauty has no age, and my gained confidence more than outweighs the wrinkles I have on my forehead in making me beautiful, that is for sure.

Ich werde mich also zumindest bewusst dafür einsetzen, in meinen Texten Anti-Aging zu vermeiden. Wie ist es mit Ihnen?

 

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