Pro-Aging Movement

The Pro-Aging Movement is a trend in the beauty and health industry that has gained more and more space and deserved attention.

Discover what it is and embrace the idea with Piellem!

What is the Pro-Aging Movement?

The Pro-Aging Movement is a positive and healthy approach to aging. Emphasizes the importance of aging with health, well-being and self-esteem, the way you want, without judgments and without pressure.

The movement also questions the use of “anti” that suggest that aging is something bad or undesirable.

Aging is part of the natural process of life.

The Pro-Aging Movement helps you accept the changes in your body, your mind and plan your future with optimism and confidence.

After all, we all hope we can grow old!

What is not the Pro-Aging Movement?

Contrary to what many people think, it is not about seeking to age faster or abandoning appearance care. Nor will products with this nomenclature speed up processes.

It's about using a term that doesn't refer to a lie.

For example: when we are sick, we use an anti-flu in order to eliminate the symptoms that the flu virus causes in our body.

When we use an anti-aging product, on the contrary, we will not be expelling the characteristics of aging from our appearance.

Another aspect that is important to point out is that the movement will not indicate what is best for you or how you should act.

You are free to choose between leaving your hair gray or dyeing it, between having botox applications or using an eye cream.

As well as the choice between having a plastic surgery or choosing to use vegan products, or between putting on makeup or going without makeup at all.

Why is the aging process making the news?

Since ancient times, the culture against the signs of aging has had its own methods and dubious effects.

But attempts to keep looking young were always practiced by economically privileged people.

Baths with honey, saffron, donkey's milk, application of a gold mask and pearl dust were some of the routines of Cleopatra and Helen of Troy.

The Selfologi points out that, since the search for the Fountain of Youth, some have used raw meat to avoid wrinkles. French women drank gold and chlorine. Queens bathed in wine. Mouse skins replaced eyebrows. Mercury and arsenic were used to reduce wrinkles and ended up corroding the skin.

Throughout history, the concept of elderly people has been more related to unproductive, obsolete, weakening and lack of beauty.

No wonder, gray-haired women from the world of cinema were invited to act as witches or villains.

Since the emergence of the internet, mainly social networks and the evolution of electronic devices, textual communication has incorporated photos, selfies and videos.

In this self-exposure process, wrinkles, sagging and gray hair did not generate “likes”.

Contradictorily, it is undeniable that stories with little visibility gain strength in social networks.

On topics involving aging and beauty, it is no different.

Discussions about ageism (prejudice to anyone based on age) have reached many people and are being deepened.

No wonder, we are indeed getting older.

Scientific advances in medicine and health have increased our longevity, so much so that some countries have already increased the retirement age (Brazil) or are trying to change it (such as France).

According to the UN:

“global life expectancy has increased from 64.2 years in 1990 to 72.6 years in 2019 and is expected to increase to 77.1 years in 2050… In 2018, for the first time in history, people aged 65 and over outnumbered children under five in the world”, due to slowing growth and falling fertility rates.

Obviously there are many regional differences in longevity.

More developed countries with effective public health policies have a more inclusive tradition in relation to the elderly.

Underdeveloped or poorer countries, with less government investment, tend to have a shortage of work, deficits in health and quality of life.

Complementing the predictions, recently the accelerated development of artificial intelligence (AI) has shown that this type of technology can increase human longevity.

According to Brazilian biomedical doctor Renato Sabbatini:

“AI algorithms can analyze large amounts of personal health data and identify patterns that can predict the likelihood of developing certain diseases and help doctors and other healthcare professionals obtain accurate diagnoses in difficult cases& #8221;, helping in the primary prevention of diseases such as dementia, cancer, heart failure, among others.

Journal of Artificial Intelligence in Medicine

So, considering everything you've read so far, it's very likely and expected that you'll live to be 80 or older!

Preparing for this moment is essential.

The Silver Age

By repudiating the signs of aging, the beauty industry discovered, just over 40 years ago, a highly profitable discourse with the promise of anti-aging products and miraculous aesthetic procedures.

Currently, considering several manifestations about the right to age, the beauty market has been open to changes in the names of products and advertising pieces.

Not because they are nice, obviously, but to follow the interests of their consumers.

In Brazil, there are still few cosmetic companies that have adhered to the idea of the Pro-Aging Movement with complete lines, especially EVI.

Heading up to the trend are European and North American companies.

Another perceived interest in the cosmetics industry is the preference for using products with natural ingredients as they are adaptable to all types of skin, especially the skin of mature people.

It turns out that the nomenclature Pro-Aging goes beyond the term itself and generates a feeling of identification and empowerment.

The Silver Age means being proud of your silver hair!

Start of the Pro-Aging Movement

To better understand how the Pro-Aging Movement has changed the approach to self-care, Piellem mapped two significant movements.

The first concerns Cindy Joseph who, after spending the 80s and 90s making up several renowned top models, became a model at age 49 with her gray hair and praising her natural beauty.

In 2010 she became the founder of Boom, the first cosmetic brand to use the Pro-Aging concept with a complete line dedicated to people over 50 years old.

Later, in 2017, the renowned Allure Magazine announces a change of editorial line from the terms anti-aging to Pro-Aging, featuring actress Helen Mirren and her manifesto on the cover:

“I have a big problem with the term, actually. You cannot avoid aging. In my opinion, if you have two options in life: you can grow old or die. And I want to continue to see what life has in store for me.”

L’Officiel Magazine Blog

According to Boa Forma Magazine , the current 50 years are considered as the old 30 and it has been increasingly common to come across people over 40 in career transition or taking on new projects.

Therefore, supporting the skin's natural progression will bring you more confidence and self-esteem.

Beauty is in enjoying the process, free of expectations about what is expected of you, focusing on what you want and want for yourself.

It is the aging process that allows us to understand that we are always changing, learning and evolving.

That is why it is important to plan our future in the present. Our habits must be consistent with the kind of life we want to have.

If we want an active life, taking care of ourselves, making important decisions that impact our lives, we need to cultivate it from an early age.

The full condition of self-care begins much sooner than you might think.

By adopting a healthy lifestyle, including exercise, good sleep, balanced diet, skin care, positive mental habits, financial planning and access to good health services, it is possible to age with grace and vitality .

Get inspired!

Piellem recognizes that all life stories are important and that each person is unique, but we brought some public experiences of people who changed their lives after the age of 40.

In March, on Twitter, three Brazilian university students made fun of a classmate over 40, suggesting that she should be retired. Patrícia Linares, the student in question, received support from several celebrities .

Days later, the Malay-Chinese actress Michelle Yeoh, aged 60, won the Oscar for best actress and gave her message: “And, ladies, don't let anyone tell you that you're past your prime. Never give up!”

Jamie Lee Curtis, American actress, wrote an article criticizing the concept of “anti” for aging and declared:

“I am appalled that the term we use to talk about aging is ‘anti’. Aging is as natural as the softness and scent of a baby. Aging is human evolution in its pure form…”

Huffington Post

The Magazine L’Officiel informs that the Italian actress Isabella Rossellini, who was the face of the Lancôme brand and was fired at age 43, has returned to being an advertisement for the brand at 65.

Heloísa Buarque de Holanda was elected immortal by the Brazilian Academy of Letters at the age of 83 and says she has several projects for take to the Institution.

Certainly around you there are several active elderly people, who celebrate life. Be inspired by them and embrace the natural passage of time!

Other concepts:

The theme may also be recognized as Ageless.

Another important concept concerns Aging In Place, which is used from a broader perspective of health.