Pro-Age: the evolution of anti-aging prevention in cosmetic language and beyond

It was 2017 when the magazine Allure decreed the word “anti-aging” out of date and celebrated the beginning of a beauty revolution: serene aging, along with one’s wrinkles. It wasn’t about stopping taking care of your skin, using retinol or vitamin C, but about changing perception of aging, giving it (finally) a positive connotation: «pro-age».

Aging thus ceased to be a condition to be combated, to be erased, but rather a natural course of life to be accepted and lived to the fullest.

Why want to rejuvenate when you can just bring your age to your best? Why try to stop the hands of the clock when time is our memory, the essential condition that determines who we are today? The “pro-age” revolution is not yet complete, but a new way has been opened.

Aging means not looking at life, but being life. With a metaphor, it means being able to find the home inside your body, to quote the psychologist and spiritual guru Ram Dass and the Netflix documentary Return home.

Aging according to a pro-age approach means many things. It means embracing the philosophy of body positivity, in favor of the acceptance of the self and the freedom to show oneself and be as one wishes, without being afraid of unrealistic aesthetic canons or imperfections that have a beautiful characterizing power.

It means to access the aesthetic medicine treatments without wanting to look younger at all costs, but simply seeking natural beauty through the most advanced techniques suited to your needs, which aims to awaken the hidden brightness, to correct those signs that put sadness on the face. A vision that allows you not to become a caricature of yourself, but only the better version. Approaching beauty in a pro-age way means preventing and not treating the skin when wrinkles are already consolidated.

Living pro-age means being one Perennial. A 50-year-old and over in great shape, who continues to be sexy without denying her age. From Jennifer Lopez a Sharon Stone, to an over seventy-year-old like actress Helen Mirren who in recent decades has made us understand that she is not afraid of getting old and to continue to cultivate her sex appeal. Giving the female audience the right to say: “I can do it too”.

Pro-age means yes to gray hair, in favor of a liberation from dye. A tribute to the naturalness and exaltation of the natural expression of the body and the passing of time. From Salma Hayek to Princess Caroline of Monaco, #greyhardontcare has become the last frontier in promoting self-acceptance.

Pro-age is freedom to be more than to appear, freedom to rethink our face and body. Freedom to recognize oneself in the best version of oneself, with awareness of the present time and little nostalgia for the past.

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