Well-ageing is the new trend in cosmetics, in contrast to the concept of anti-ageing that has been used for decades. Instead of fighting the passage of time by all means, consumers are embracing their years and looking for cosmetic solutions to support wellness through ageing.
Fashion and trade magazines have followed this trend and are now using terms such as ‘well-ageing’, ‘pro-ageing’ and ‘slow-ageing’ instead of anti-ageing in their articles.
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