BAH HUMBUG!

MISS OHLALA TACKLES THE TOPIC OF AGEING AND THE PLOYS OF HOLIDAY MARKETING.

I’m starting to get very irritated (no, make that angry) about the beauty industry’s latest catchphrase: ageless beauty. This ironically old marketing campaign comes out in force, especially in the lead up to various holidays. Adverts either try to sell me some anti-aging cream to erase my wrinkles or tell me I need to wear an age-defying push-up bra. Well, I don’t need either. Why? I’m in love with my fine lines and wrinkles. They showcase character... Or so I tell myself. And as far as anything else goes, I don’t want them hoisted up to my chin like those of my former teen self. Nope. I’ll take ones that match the rest of my more senior body, thank you.

Let’s be honest. The word ageless isn’t about “not looking your age.” It’s not used to compliment a woman who, at 20 is mistaken for a 40-yearold. It’s about looking younger. So it’s ageist. Some older women often become an odd montage of separately aging body parts. Which, I guess, is why no one has a clue as to their actual, chronological age. Promoting ageless beauty is also profoundly sexist. No one admires George Clooney for looking “ageless.” But when the media runs glamorous photos of Kris Jenner (age 62), the next paragraph criticises her for using Botox or undergoing plastic surgery. Yep, ageing women can’t win either way. Age-defying campaigns are a way to make women feel quite frankly rubbish about their outer appearance, even when we buy into the ageless beauty trap.

I’ve got no issue with any woman who dyes her hair, whitens her teeth, or goes under the knife. Women should have autonomy over their bodies. My style makes me happy, but it’s not right for anyone else. It’s an expression of who I am. What’s maddening is when celebrities are deemed as ‘brave’ for not conforming to social standards. It’s a not-sosubtle criticism of anyone who happens to choose a different beauty regimen. The fashion industry relies on women buying into unobtainable and aspirational beauty goals. The irony is that now I don’t give two hoots if anyone knows my age. There’s no need to lie. Let us look, feel, and be ourselves.