It’s something we all know deep down inside.
But still we hope.
Maybe I just don’t know enough. If I kept up with the trends, I’m sure that new breakthrough technology would help me retain my youthful glow.
Maybe I’m just too cheap – if I spent more money on that fancy cream, it would work, right? There must be something amazing about it, to justify that price.
Maybe I’m not consistent enough. If I could only remember to remove my makeup every night, and apply that serum with upward, lifting motions with my fingertips - then it would work.
Maybe I didn’t start early enough. If only I hadn’t partied so much in my 20s, and instead developed a rigorous skincare routine, then I would look amazing.
It must be my fault.
But deep down, we know, in our bones, that these products can’t undo years of hard living and poor lifestyle choices.
And we also know that anti-aging products can’t do what they say on the tin.
It’s an impossibility.
Like it or not, every day, we age. We move forward in time. We grow. We change. We evolve.
Even the name of the product is setting us up for failure.
I’m not saying we should let ourselves go. That we should let ourselves fade into a floral-printed, polyester-clad, hunched old age, with a quiet shuffle off to the gold course. Au contraire.
I’m saying we should redefine our goal.