While rubbing a pricy "anti-aging" lotion on one's face is seemingly harmless, the social effects run much deeper. Beyond the fact that much anti-aging beautification is scientifically baseless, its promotion is inherently ageist as it casts getting older as a negative experience and older people in need of a reversing effect. Anti-aging turns the entirely natural development of wrinkles, gray hair, and other biological markers of age into enemies to conquer. Rather than embracing aging as a normal and positive thing (the alternative being death), in other words, we are being told to fight aging off as long as we can and, if possible, make the inconvenient truth go away.
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