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Allure magazine announces it will no longer use the term 'anti-aging'

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/ Source: TODAY
By Brittany Loggins

You won't see the term “anti-aging” in Allure magazine going forward.

Michelle Lee, Allure’s editor-in-chief, announced in the September issue that the publication will no longer use the term, and the reasoning behind this decision deserves a slow clap.

“Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle," wrote Lee.

There is perhaps no better cover star for this historic issue than Helen Mirren. Lee described the Oscar-winning actress, 72, as a role model “who’s embodied sexiness for nearly four decades in Hollywood without desperately trying to deny her age.”

Lee quoted actress Samantha Bond, who once said of Mirren, “Helen doesn’t appear to be frightened of aging and taking her sexuality with her.”

The decision to ditch the “anti-aging” term at Allure seems to have been brewing for a while. A recent video that the publication produced featured 64-year-old, gray-haired Jo Johnson, in which it was made clear that aging is a privilege that not everyone gets.

“Growing older is a wonderful thing,” wrote Lee, “because it means that we get a chance, every day, to live a full, happy life.”

Lee concluded her letter with a challenge for the entire beauty industry. “We’re calling on you now: We know it’s not easy to change packaging and marketing overnight. But together we can start to change the conversation and celebrate the beauty in all ages,” she wrote.