Back in 2017 Allure magazine banned the term 'anti-ageing'. And since then skin care companies have been choosing their words carefully when it comes to products.
And we get it, we really do. It makes no sense to be anti-ageing - we all age and women shouldn't be made to feel bad about it. We're not against ageing, age brings some great things - including not having to pretend you want to go out and party every weekend.
But in reality most of us want to look as good as we can whatever our age. And we're not alone. In a recent customer survey we did, an overwhelming number of women told us that their single biggest skin concern is the signs of ageing.
According to research, and a lot of it, up to 90% of the signs of premature ageing come from UV exposure - and in New Zealand and Australia we have the harshest UV rays in the world. That's why we formulate our products to tackle the signs of ageing associated with UV exposure. That's fine lines, dark spots, those little crow's feet wrinkles that start to pop up at the corners of our eyes.
And we call those products 'anti-ageing' because, well, that's what they are. They don't defy age, they're not timeless or age proofing or any of the other euphemisms you may see around. And we're not pretending they will turn back the clock.
But they will combat the effects of UV exposure that result in signs of premature ageing. And they do a good job of it. They're against the premature signs of ageing caused by UV exposure, but that's a mouthful. So we've stuck with the simple tag of anti-ageing.
It's something we've thought about and talked about quite a lot here at Oasis Beauty. And we just wanted to share with our customers why we use the term.
What do you think about the term 'anti-ageing'?