ELLE UKのインスタグラム(elleuk) - 5月9日 03時50分

Here’s the problem: the term ‘anti-ageing’ first took off in the Eighties, presenting the passing of time as a negative thing and assuming we’d agree; that we are, and should be, against it. But there’s a seismic shift going on, rebelling against this outdated way of thinking.⠀
Last year, according to Google, precisely none of the UK’s most-searched skincare questions featured the perennial (and depressing) tag-line term ‘anti-ageing’. In fact, market-research company Mintel reported that the US market for facial anti-ageing products has been declining for five years. ⠀
So what did those Google searches reveal? Follow the link in our bio to find out in @ELLE UK Beauty Editor Joely Walker's (@joelygwalker) 'The New Art of Aging' feature on ELLEuk.com.
(Photography @joel_stans.)
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