Issue link: https://www.ascpskindeepdigital.com/i/1507658
58 ASCP Skin Deep Autumn 2023 MESSAGING MATTERS Many factors are at play when it comes to why the pro-aging movement is gaining so much traction. It could be the result of the many information-sharing platforms available today, a refreshed perspective because of the COVID-19 pandemic, or a desire for authenticity. But for a lot of Gen Xers, the conversation grew from a heightened awareness of messaging in the beauty industry. "Working in beauty, I've become more frustrated with the messaging that I'm seeing," Fabian says. "As you age, you become more aware of how things are worded and what's being said." She also notes that the methodology of using extremely young models to promote products for aging skin (like wrinkle cream) is becoming more antiquated, which demonstrates progress towa rd a more accept i ng ag i ng c u lt u re. To cont i nue that progress toward a more positive aging narrative, it will take the combined efforts of estheticians and consumers to encourage brands to change their messaging. SHIFTING THE CONVERSATION The pro-aging movement is a lot more than just questioning the how, though. For Brenda Varela, licensed esthetician and founder of The Bar, the why is equally important. "It's crucial for us to be positive examples for our youth, and to give space to the conversation that aging is actually a luxury and a privilege." Varela mentions the duality of the pro- aging conversation; that is, the fact that it's OK to care about aging gracefully just as it is to embrace aging in all its glory. One aspect that may be hindering the conversation is the assumption that pro- aging means rejecting all treatments and products and aging completely naturally. But really, the idea is simply empowering people to choose how they want to age, which could mean regular facials, getting filler, or doing nothing at all, as long as they are comfortable in their skin. Zoe Quindazzi, licensed esthetician and owner of Skincare Correctives, says the pro-aging mindset changes the dialogue to concentrate more on how people can age healthily and promotes a diverse standard of beauty. Much of Quindazzi's approach in the treatment room centers on clients' skin health and how it's functioning, or what ingredients or services can be used to improve that function. The hope (and perhaps the goal) of the pro-aging movement is that the focus will move toward beauty as health and self-care and away from yearning for unrealistic ideals—or trying to go back in time. IN YOUR PRACTICE Such a grand movement can make it seem like each esthetician is just a drop in the ocean. But starting at the individual level—by incorporating pro-aging language into your practice and educating your clients—is where the change really happens. This can be as simple as rephrasing the messaging around your services to informing your clients about all the ways they can choose to address aging. "As estheticians, we should allow others to embrace their personal choices and make space for them to feel their best, no matter what avenue they decide to take," Fabian says. "A pro-aging future looks like us not judging the person who chooses to use Botox, just as much as we should not judge the person who chooses to grow out their grays." Quindazzi starts her sessions by pointing out one good thing she sees in a client's skin, hair, or focus of the session, that way the conversation is already positive. She's also a big proponent of daily habits that lead to healthier skin and lifestyles. Fabian is transparent with her following about which products and Starting at the individual level— by incorporating pro-aging language into your practice and educating your clients— is where the change really happens.