Beauty

The Body Shop Gets Rid of Anti-aging Language

Transforming how we see ourselves.

By
1,453 Hypes

The Body Shop Gets Rid of Anti-aging Language

Transforming how we see ourselves.

Despite what Leonardo Dicaprio may think, 25 years of age is not a woman’s expiration date. We are entering a new era in which aging is seen for what it is — a natural and equally beautiful part of life and The Body Shop is supporting this movement as the skincare and beauty brand is re-branding to eliminate any anti-aging marketing language.

The Body Shop has renamed its best-selling Drops of Youth serum to Edelweiss to reflect its position on archaic and sexist beauty standards. In an interview with The Drum, Laura Keane, the label’s global brand development director shares, “We really wanted to take a strong stance that goes against what’s been the norm within the beauty industry because as a big, global brand we have a responsibility to do that for our customers. This was really a catalyst to encourage us to look at our portfolio and see where we could improve the creative and the language — not just the images we put out, but what our products do and what they are named.”

Not only is the much-loved skincare brand striving to make the beauty industry more inclusive, The Body Shop’s latest host of products are also cruelty-free as they are vegan certified. Fans of the brand will be happy to know that it is not skimping on quality as the Drops of Youth serum contain even higher amounts of edelweiss, delivering a hearty dose of the botanical’s antioxidant properties.

Watch The Body Shop’s Edelweiss campaign video below.

Read Full Article
Share this article

What to Read Next

Brad Pitt Launches Genderless Anti-Aging Skincare Line
Beauty

Brad Pitt Launches Genderless Anti-Aging Skincare Line

The actor’s inaugural beauty emergence has been in the making for over 15 years.
909 Hypes

Meet Wiley Body, the BIPOC and Mom-Owned Skin and Body Care Essentials Brand
Beauty

Meet Wiley Body, the BIPOC and Mom-Owned Skin and Body Care Essentials Brand

The small business committed to inclusivity, transparency and keeping it real.
1,369 Hypes

South Korea Is Getting Rid of Its "Korean Age" System
Culture

South Korea Is Getting Rid of Its "Korean Age" System

This means some people could be 2 years “younger” soon.
8,333 Hypes


Meet iota, the New Body Care Brand Dedicated To Raising Skin Health Awareness
Beauty

Meet iota, the New Body Care Brand Dedicated To Raising Skin Health Awareness

The brand that knows that skin and body care IS health care.
668 Hypes

Eckhaus Latta Celebrates Friendship With SS23 Collection
Fashion

Eckhaus Latta Celebrates Friendship With SS23 Collection

In honor of late artist Matthew Underwood.
4,729 Hypes

All the Ways London Fashion Week Will Change Following Queen Elizabeth II's Death
Fashion

All the Ways London Fashion Week Will Change Following Queen Elizabeth II's Death

Including postponed celebrations in October and a one-minute silence at Christopher Kane’s runway show.
1,989 Hypes


NFTUK x FLANNELS x W1 Curates Present a First-Of-Its-Kind NFT Event
Culture

NFTUK x FLANNELS x W1 Curates Present a First-Of-Its-Kind NFT Event

Featuring a series of talks, artworks, immersive experiences and music on the agenda.
1,014 Hypes

Patta Shares Sneak Peek at Upcoming New Balance Collab
Footwear

Patta Shares Sneak Peek at Upcoming New Balance Collab

Unveiling a new iteration of the 990v3.
2,640 Hypes

Proenza Schouler’s SS23 Collection Is All About Movement
Fashion

Proenza Schouler’s SS23 Collection Is All About Movement

Intended to embody the spectacular sense of freedom inherent to a summer well lived.
4,660 Hypes

Collina Strada Debuts Eco-Friendly Collabs With Virón and Melissa on SS23 Runway
Footwear

Collina Strada Debuts Eco-Friendly Collabs With Virón and Melissa on SS23 Runway

Fun, quirky styles to add to your lineup.
1,565 Hypes

Candice Swanepoel Fronts YEEZY Gap Campaign Shot by Nick Knight
Fashion

Candice Swanepoel Fronts YEEZY Gap Campaign Shot by Nick Knight

Featuring the SHDZ and an all-new YZY BCK PCK.
3,242 Hypes

Telfar's Major Shopping Bag Sale Shuts Down Traffic in NYC
Fashion

Telfar's Major Shopping Bag Sale Shuts Down Traffic in NYC

Thousands lined up to get their hands on the Shopping Bag.
10,177 Hypes

Here Are All the Winners of the 2022 Emmy Awards
Film & TV

Here Are All the Winners of the 2022 Emmy Awards

Wins from Zendaya, Lizzo, Jennifer Coolidge and more.
874 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.