Two years ago, Allure put a stake in the ground, one that said (and we’re paraphrasing here): “God, we are so sick and tired of anti-aging this and anti-aging that and why does aging have to be the enemy?” So we met all the anti-aging bottles and billboards and mandates and memes with one of our own. We called it anti anti-aging. Last year, we worked with AARP, who set out to quantify how women felt about aging and beauty. It was so eye-opening that we set out to do it again.
And the results were a great cause for celebration.