Traditionally, youth has been the driving message behind fashion and beauty advertising. The overwhelming message in advertising and media has been that youth is the holy grail. However, today the message is changing, to better reflect the reality of aging and beauty of life.
According to recent articles, the way you perceive aging can actually influence how you age. “Positive and negative attitudes can affect your health behaviorally, psychologically, and even biologically. Being ‘pro-aging’, or satisfied with your own aging, can make you adopt healthier behaviors, feel in control of how you age, and even heighten your immune system.”1
We are beginning to see this shift towards pro-aging make its way into beauty and cosmetics. Baby boomers, as they age, are realizing that aging can’t be fought forever and are instead embracing the changes that come with time. And cosmetics companies are moving with the mindset of their customers.
Pro-aging doesn’t mean a rejection of cosmetics, but rather a more targeted selection towards products designed to enhance the appearance at any age, instead of hiding and fighting every symptom of aging. The philosophy behind pro-aging is to remove all “anti” claims and replace them with more positive imagery. “Pro-age products are more about nourishing and moisturizing the skin, enhancing features rather than trying to fill them in or mask them.”2
Gattefossé offers ingredients that meet the demands of the pro-aging trend.
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