15 August 2017, 16:45
If she pulls it off it could be a big change for an industry that for the last 40 years has relied almost entirely on the notion that we need a cure for ageing.
The phrase anti-ageing is almost exclusively used to sell beauty products to women and is mostly referred to as a negative, so phrases like 'The War on Ageing' are charged with emotion and used as the norm to describe how women should feel about their skin, their bodies and their age.
This could all be a thing of the past as Helen Mirren, 72, the woman who could get away with anything in the style stakes and the new face of L’Oréal says in an interview with Allure magazine that she wants to support the magazine to put an end to it.
I can't even express how excited I am to finally share the new September cover starring badass feminist icon, Dame Helen Mirren. I personally jumped at the chance to write the cover story myself because, COME ON. Starting today at Allure, we're also announcing we're banning the term "anti-aging." Language matters. Read our statement in my bio link! Photo:@scotttrindle stylist:@hanneshetta hair:@lukehersheson makeup:@ctilburymakeup nails:@mariannewman
She says that when L’Oréal approached her to work with the company, she made the point to them and luckily they had already thought about it. She goes on to say: “I said, ‘This word “anti-aging” — we know we’re getting older. You just want to look and feel as great as you can on a daily basis.’ ”
“Maybe we’re attractive, interesting, or mesmerizing, but 90 percent of women are not what you’d call beautiful. Of course, beauty is inside, but still it’s a word. When it’s tied to pictures of people and amazing outfits on girls who can wear that stuff, it’s intimidating for the rest of us.” Read why our cover star #HelenMirren is done with "anti-aging" and beauty standards, #linkinbio. :@scotttrindle :@heymichellelee :@hanneshetta :@lukehersheson :@ctilburymakeup :@mariannewman
"We are making a resolution to stop using the term “anti-ageing”, Allure’s editor Michelle Lee wrote in her Editor's letter for the magazine’s latest issue.