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Why is it that we are at war with the natural ageing of our bodies that has been happening for centuries? The obsession to look as youthful as possible has been promoted by the medical and beauty industry.

In today's society, there is a powerful belief that the body is changeable and perfectible. This has left many people to become increasingly focused on their appearance and pursue ways to look younger and feel better about their bodies.

Regulating the body to fit into the model of what is  'youthful' and 'healthy' has been the focus of many news articles, the health and fitness industry. The ideal that women should be wrinkle free, thin, have natural hair and no signs of ageing comes from the fashion industry and the media.

The pressure for women to fit this 'young forever' ideal is fuelled by beauty industry that promotes people never ageing. The problem is that everybody will eventually show some signs of ageing. So why be scared of getting a few wrinkles or age spots? It is natural after all! Promoting a healthy lifestyle and diet is a natural way to slow down ageing instead of trying to freeze time and our appearance. This disconnect between nature and human intervention could be part of the reason we are dissatisfied with the way our bodies age.

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Richardson, Niall and Locks, Adam (2014) Chapter 3, ‘Body Image: beauty and ageing’, in Body Studies: The Basics. Routledge, Oxford. 72-93

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The ageing body has become a key component of most organisations, it is also growingly the focus of the influential and dominant rhetoric of anti-aging that has personal and social implications for people entering the later era of their lives.

Modern western society holds a deep seeded belief against natural ageing meaning to age successfully to societies standards is to not show any signs or symptoms of ageing.

The phase ‘Anti-ageing’ has been increasingly used in many different academic disciplines since the 80’s. The popularity of addressing anti-ageing concerns of the public has been fuelled by the possibilities of medical advances to hide signs of ageing and manipulate the human body.

Anti-aging campaign mostly target women as they are valued by society for their appearance more than men. many practices that aim to conceal signs of ageing,

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the powerful picture of be able to achieve the youthful look you once had is what many cosmetic companies use to sell their products