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An Eye Treat

August 21, 2018

Where have all the anti-aging products gone?

The term “anti-aging” has been taking a beating lately, with many in the beauty industry refusing to use the phrase at all, citing negative connotations.

Last summer, Allure magazine issued a statement declaring their refusal to use the expression anymore. Here’s some of what they had to say:

“Changing the way we think about aging starts with changing the way we talk about aging.

With that in mind, and starting with this issue, we are making a resolution to stop using the term “anti-aging.” Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle — think antianxiety meds, antivirus software, or antifungal spray.”

Powerful words from a magazine that in 2015 let founding editor Linda Wells go after after a 24-year tenure, and subsequently rebooted to a more millennial-friendly format.

A dose of youth

A few weeks back, Kiehl’s launched Youth Dose Eye Treatment which boasts ingredients including Retinol, Vitamin C and Red Grape Seed Extract.

For the less initiated, Retinol targets fine lines and wrinkles, Vitamin C is said to fade sun damage, and Red Grape Seed Extract (like its popular cousin Resveratrol, which is derived from grape skin) is an antioxidant that fights the free radicals and protects skin.

So, is it anti-aging?

Maybe. But that’s no longer the focus of many targeted skin products.

In another time or place, this eye cream would probably have been marketed as nothing short of an anti-aging miracle. And it really is a great product.

The texture on Youth Dose is sheer enough so that you don’t feel it once applied, and there’s none of that tackiness usually associated with active ingredient laden products. The application tip is cleverly designed so that a small squeeze produces a dot  instead of a giant blob that wastes more than you can use. There’s also a wonderful tint that manages to hide imperfections while capturing light (bearing in mind that I have very pale skin, so I have no idea how this might play on darker or more heavily pigmented complexions).

The marketing is brilliant too. Gone are the now unfavorable allusions to quelling those pesky signs of aging and instead the product wholeheartedly embraces the youth ideal.

So, whether you were out too late last night– or the last two decades– this nifty eye cream will repair some damage and make you look fresher and brighter.

 

 

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