There is controversy in the cosmetic industry in terms of marketing skin products labelled as ‘Anti-ageing’ as a concept. What messages are actually being conveyed using this terminology and is it a clever ploy to play on the consumer’s vulnerability in terms of accepting the aesthetic effects of ageing?  Is it time to ditch the term ‘anti-ageing’ and the fixation with wrinkles yet consider terminology that has a focus on healthy ageing.

Some reflections on modern view points;

  • Anti-ageing has fallen out of favour
  • Feel the message should be muted
  • Treating age as something that needs ‘curing’ is demoralising
  • Old fashioned, negative concept, ageing undesirable and somehow shameful
  • No such thing as anti-ageing and aging is inevitable
  • To look better doesn’t mean to look younger


We’re Not Anti-Ageing


We as a company and ageing individuals like the concept of encompassing words that include;

  • Holistic and positive language like glow, radiance, luminosity and resilience
  • Making healthy choices
  • Promoting Skin Health and well being
  • Healthy and functioning skin barrier
  • Support internal and external health, combining approaches


Celebrate beauty at all ages, beauty is not one thing it’s many things

This is an interesting debate and one we may want to consider our association with in terms of the pros and cons of appropriate terminology.  Yet let’s consider what we know about how the skin ages and what products to consider in terms of promoting skin health and a self –care attitude.  The fact that skin health and beauty is considered one of the principle factors representing overall “well-being” and the perception of “health” is a major guide.

Influences on skin ageing

The skin is genetically programmed and this is largely responsible for the way we age, the phototype and skin type we are born with makes a difference to how quickly signs of ageing appear on the skin’s surface. Other causes are internal such as hormonal influences decreasing levels of oestrogen as we age, chronic illnesses…etc and external factors. The number 1 external factor being the sun’s rays are the biggest cause of damaging the skin and accelerating the ageing process, along with pollution, smoking and poor nutrition.


What happens to skin as we age?

  • Loses elasticity ‘firmness’ and structural support as collagen and elastin production slows down
  • Becomes thinner, drier, weaker and less efficient at healing itself
  • Weak skin is prone to broken capillaries leading to reduced microcirculation, making it less efficient at delivering nutrition and oxygen to the skin’s surface layer
  • Loss of moisture due to less production of hyaluronic acid
  • Loss of volume (less definition and contours which changes facial appearance, can look sad or tired, due to changes in the reduction and size of fat cells in the deepest layer of our skin
  • Loss of Radiance
  • Outer layer of skin ‘epidermis’ becomes more sensitive to sun’s rays, and can show on the skin  as age spots, hyperpigmentation

Skin will age more quickly if it is poorly cared for or if you use products that irritate your skin. Our recommendations are for a holistic approach to your lifestyle choices and skincare.


  • Maintain an active lifestyle and limit exposure to pollution minimising oxidative stress
  • High quality sleep allows your body to recover and repair itself
  • Nutrition, a balanced, healthy diet rich in fruits and vegetables to ensure a good intake of antioxidants to limit the damaging effects of free radicals on the skin
  • Stay hydrated, your body needs water for almost every function it does
  • Stopping smoking will significantly reduce your health risks and acceleration of aging
  • Limit skins exposure to harmful sun rays, particularly the intensity of the mid-day sun


Skin care: A good skincare routine is an essential part of a holistic approach to treating signs of ageing, as our skin changes over time the way we care for it should also reflect its changing needs so that we can successfully target these.  Promoting daily skin care ensures your skin stays healthy and in good condition, as a basic skincare routine this needs to cover these steps;

  • Cleanse to remove dirt, chemicals that have been deposited from air pollution and reduce oxidative stress
  • Manage oil control as excessive surface oil can be problematic and inflammatory
  • Exfoliation, regular removal of the top layer of dead skin cells is a necessity in the ageing process
  • Replenish, hydrate and treat your skin with products that address skin conditions and concerns, ultimately maintaining skin health
  • Protect your skin from the sun’s damaging ultraviolet rays, apply SPF 30 as minimum daily


Medifine Skin Clinic and medically trained practitioners are here to advice, make recommendations to target individual skin ageing and concerns and support you in looking after your skin.



Want To Find More..

Join us on our Instagram Live on Wednesday 28th October at 6.00pm where we will be talking about ‘What part does inflammation play in the Ageing process and skin Disease’ Lucy Hall, our facial therapist will be talking with Pam Vendetti, Head of Education at NeoGenesis for a specific focus on Stem Cell Skincare. We hope to see you there.

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