The term anti-ageing

So is it that we’re less hung up about ageing? Or is it simply a case of marketing and semantics? The renaming and repackaging of products has already begun – as one look at my bathroom cabinet reveals: Pro Age (Dove), Age-Defying (Olay), Age Perfect (L’Oreal) and Slow Age (Vichy) – are all new phrases being used on a selection of moisturisers in lieu of anti-ageing. According to Bentley, that’s the branding challenge – “What to call it? Companies have to include the word age – you don’t want another euphemism you can’t understand.” Still, says Bentley, using more positive alternatives to the phrase anti-ageing is a start. All of a sudden the revolution doesn’t look so dramatic after all.

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