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What alternative would you suggest to the phrase Anti-Ageing?

Article by Ceri Wheeldon

What does -Anti-Ageing- mean to you- Is

When we see products described as anti-ageing skincare is that positive or negative? Should we be using an alternative phrase if ageing is not to be seen as negative? There are so many products and programmes prefaced by ‘anti-ageing’  whether it be anti-ageing skincare, anti-ageing diet, or anti-ageing fitness programmes to list just a few. We certainly what that product or programme is aiming to do. I am not a fan of the term ‘anti-ageing’, but is there a better one?

I had a stand at the Anti-Ageing Show recently – I had attended as a visitor last year, and enjoyed my day out. There were lots of really informative talks on nutrition, hormones, fitness and of course the latest health and beauty products and treatments were demonstrated. It was a really positive event. I had quite a reaction when I posted a link to the event on various social media channels! The overriding theme seemed to be that in using the phrase ‘anti-ageing’ there was a suggestion that ageing was bad ‘What’s wrong with getting older?’ ‘What’s wrong with ageing gracefully?’ I was asked or even ‘ageing disgracefully in some cases!

Of course there is absolutely nothing wrong in ageing at all – it is the underlying theme behind this entire website as we celebrate the second half of life and age positively and fabulously!

Is Anti-Ageing negative?

But, if we are not to refer to these products and services as ‘Anti-Ageing’ what should they be described as?  When we talk about anti-ageing skincare we know exactly what we are discussing- and certainly the women attending the Anti-Ageing show knew exactly what sort of event they were attending purely by the title. I met hundreds of really positive women over 50 , all thoroughly enjoying this time of their lives – they certainly weren’t ‘anti’ anything!

In a climate where we are living longer and want to live our lives as positively and healthily as possible we do want more information. How do you think we should best describe this other than ‘anti-ageing’?

I really would love to hear your thoughts and comments on this one!!




Ceri Wheeldon

Ceri is Founder and Editor of Fabafterfifty.co.uk She is a frequent speaker at events and in the media on topics related to women over 50 , including style and living agelessly. With 20+ years experience as a headhunter Ceri also now helps support those looking to extend their working lives.

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  1. Alessandra Smith

    May 16, 2014

    I’d say that the term anti-ageing is misleading rather than negative as there’s nothing at all that can stop or really fight ageing. You age no matter how many anti-ageing routines you have! But I agree it is difficult to find a short effective alternative: maybe we should just drop the term altogether and just call a face cream a face cream, a diet a diet, an exercise programme and exercise programme; or maybe just give an indication of an age range as Boots N7 do? Or is that ageist…?

  2. Carol Cassara

    May 16, 2014

    I hadn’t thought about it one way or another until I read your post. It isn’t exactly accurate, and of course, why shouldn’t these products be pro-something instead of anti? Aging sure beats the alternative–death could be considered anti-aging. But let’s not go there. Such a good point.

  3. KymberlyFunFit

    May 17, 2014

    My sister and I have bumped up against this numerous times. I am not a fan of the “anti-aging” term. We use “active aging.” What we really need is a new verb, youthify.

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