Why the pro-ageing era reminds us age is just a number
Why the pro-ageing era reminds us age is just a number
Although the worlds of fashion and beauty are ever evolving, there are sometimes more seismic changes that signal the emergence of a new era. And it’s looks like a new era is dawning, the era of pro-ageing!
On 2nd October 2023, Dame Helen Mirren (age 78) and Andie MacDowell (65) each took Paris Fashion Week by storm, rocking grey hair and smile lines as they strode confidently down the L’Oreal runway. As well as proving that age is just a number, they powerfully reminded us that embracing one's authentic self is the ultimate style statement.
Not to be outdone, Pamela Anderson (56) made headlines that same week when she attended Paris Fashion Week makeup-free and a testament to the beauty of self-acceptance.
Jamie Lee Curtis (age 64) praised Anderson for her stance, saying "this woman showed up and claimed her seat at the table with nothing on her face. I am so impressed and floored by this act of courage and rebellion”.
Closer to home, here in the UK, Angela Rippon (79) is ripping up the rulebook and outperforming celebrities half her age on Strictly Come Dancing, looking fabulous while doing it.
A shift in perspective
It’s fair to say that the COVID-19 pandemic was something of a catalyst for the pro-ageing movement (sometimes referred to as “well-ageing”).
Living through lockdowns, daily death tolls, and being parted from our loved ones brought about a major shift in perspective for many of us. We started to see the privilege and beauty of being free to grow old.
Instead of wanting to fight the natural ageing process, people started to ask, “How can I be the best version of me at every age?”
In this way, the pro-ageing movement is a philosophy that promotes a positive approach to growing older. It's about embracing the beauty of choice, to age gracefully (or disgracefully!), with the belief that age is a gift, not an obstacle.
Pro-ageing takes a realistic and holistic approach to beauty.
It stands for self-care, advocating for a healthy lifestyle, proper nutrition, hydration, and an active routine. It also encourages the use of skincare products and treatments that enhance your natural beauty at any age. And most importantly, it acknowledges that not everyone gets the gift of growing old.
Pro-ageing vs. anti-ageing
While the pro-ageing movement celebrates ageing, it's not necessarily critical of anti-ageing treatments and products that have a great many benefits for supporting skin health.
Instead, the pro-ageing movement emphasises the importance of choosing treatments and products that work in harmony with your body's natural processes. Pro-ageing products should complement your skin's needs and promote its well-being.
So, how can products work in tandem with your body's natural processes? Let's take a look:
· Moisturisation
Hydration is the key to maintaining healthy, glowing skin. As we age, our skin tends to lose moisture, which can lead to dryness and the appearance of fine lines.
Pro-ageing products should focus on adding moisture to the skin. Products with hyaluronic acid, glycerin, and ceramides can help retain moisture and add volume.
· Antioxidants
All those summer holidays, days out and even years of commuting can take their toll. This is why, as we grow older, our skin often faces increased exposure to environmental stressors such as sun damage and pollution, which can lead to the formation of free radicals.
Products rich in antioxidants, such as vitamin C and E, can help neutralise these free radicals and protect your skin from damage.
· Cell turnover
Promoting healthy cell turnover is crucial for maintaining healthy, beautiful skin. Products with ingredients like retinol can stimulate cell renewal, helping to minimise the appearance of fine lines and age spots.
· Sun protection
Sun damage is a significant contributor to premature ageing. Using products with SPF can help shield your skin from harmful UV rays, preventing the formation of age spots and wrinkles.
Adapting your skincare to your changing needs
Perhaps another reason why the pro-ageing movement is gaining such momentum is that women in the 50-plus age group have a significant amount of decision and purchase power and yet have often felt invisible to the beauty industry. Like Jamie Lee Curtis said of Pamela Anderson, they’re claiming their seat at the table.
These women want to look and feel good, honest about their age and healthy in their own skin. They’ve been younger, with the challenges that can entail, and are ready to step unapologetically into the next phase of their life.
Women in this age bracket are often perimenopausal or have gone through the menopause – these massive hormonal shifts can bring about significant changes in the skin. Pro-ageing products and treatments adapt to these transitions, offering tailored solutions for individual needs.
A beautiful journey
At Medikaur, we believe that ageing should be a beautiful journey where you set the pace.
Our treatments and products are designed to support your skin's natural processes and progression. We offer personalised skincare solutions to address your unique concerns.
From Zo® skincare products that contain skin-enhancing active ingredients to IV nutrition therapy, we have a wide array of products that cater to your skin's evolving needs.
Our treatments, such as peels, Profhilo for improving skin laxity and hydration, or dermaplaning to encourage cell turnover, are designed to work in harmony with your body, promoting healthy skin at every stage of life.
Your skin, your choice
The dream of eternal youth has been part of the human condition since ancient times, from the search for the Fountain of Youth to Cleopatra's legendary baths in sour donkey's milk (the early skin peel!). But the reality is that we're living longer, fuller lives than ever before, and the time has come to embrace it!
The pro-ageing movement is all about empowerment and choice. It recognises that beauty comes in various forms and that your choices matter. It's OK to want to smooth out wrinkles or embrace your laughter lines. It's a movement that celebrates all ages, stages, and types of faces, promoting a holistic approach to self-care.
Maybe it’s time that we all redefine our relationship with time. Let’s own our age and seize the benefits that come with it. You are unique – getting older means you carry a rich tapestry of life experiences and wisdom. Pro-ageing is about claiming this tapestry and wearing it with pride.
It's about being the best version of yourself, at any age.
Join the pro-ageing movement and embrace your age with grace and confidence. At Medikaur, we're here to support you on this beautiful journey, every step of the way, with treatments that nurture beautiful, healthy skin.