From ‘anti-ageing’ to ‘age management’, the grooming industry has changed its tune – and started telling the truth – about the inevitable: we all grow old and our skins will show it. Products like the Nivea Q 10 anti-wrinkle day cream will not stop ageing, but will go a long way to smoothing over the process, writes Mr Siphiwe Mpye.
‘Anti-ageing’ has been de rigueur the last decade or so. The idea that the signs of ageing the doctors cannot cut, squeeze or fold can be eliminated by topical products was sold to us so much that the anti-ageing movement became a fully fledged industry within an industry. And then, as often happens, the tune evolved.
The industry had done itself a disservice by seeming to promise to halt nature in its tracks. It’s impossible, ageing happens and always will. It seems many in the grooming and beauty industries have come to appreciate their customers’ intelligence and access to limitless information about their products. They have come to accept that there anti-ageing’ products’ ingredient mix is not infused with the pure waters of the fountain of youth and the increasing talk now, is of ‘age management’ – and similar manoeuvres in language – not ‘anti-ageing’.
“The idea that the signs of ageing the doctors cannot cut, squeeze or fold can be eliminated by topical products was sold to us so much that the anti-ageing movement became a fully fledged industry within an industry”
The Nivea Q 10 Plus C Anti-Wrinkle Energy Day Cream SPF15, designed to nourish the skin, smoothing fine lines, is an example of such a ‘age management’ product. I used the very tub pictured over three months or so and there was a definite difference. Used consistently with a night cream (I wasn’t as consistent as I could have been), it goes a long way to keeping your skin bright, supple and hydrated. It didn’t take away my fine laughing lines or crow’s-feet, but that’s what gives my face character. At least that’s what I tell myself.