Experts explained the reasons for the fear of aging among Russians
The beauty industry is increasingly influencing not only the choice of cosmetic procedures, but also women's self-esteem, forming in some patients a fear of aging, gerontophobia and a desire for early anti-aging interventions. All the details are in the Izvestia article.
The impact of the beauty industry
Family psychologist Olga Kushnareva, in a conversation with Izvestia, explained that the desire to take care of oneself is normal, but cosmetology often becomes a way to combat the inner fear of aging. Motivation plays a key role: conscious health care or an attempt to reduce anxiety due to loss of attractiveness.
According to the expert, the beauty industry often creates a sense of inferiority in women through attitudes about the need to deal with the first signs of age. Kushnareva believes that self-doubt is imposed by marketing slogans calling for procedures to be performed before a certain age.
"The sooner a woman gets the idea that something is wrong with her, the sooner she will become a client [in cosmetology]," Kushnareva said.
The trend for early cosmetology
Anna Sokolova, cosmetologist and aesthetician, curator of the wellness direction Aressage Pro, in an interview with Izvestia noted a significant shift in the age of the patients. Previously, women after 45 years of age resorted to anti-aging procedures, but in the last 5-10 years they have become interested in them at the age of 25 and earlier. The expert calls the main reason not physiological changes, but psychological pressure and the cult of perfect appearance, broadcast through modern media.
Daily viewing of images with perfect skin and the use of filters distort the perception of the norm, forcing women to consider natural changes a problem.
"When a person is constantly dissatisfied with himself, fixated on some tiny changes, <...> this speaks, of course, of a deeper fear," Sokolova explained.
Economic aspects of gerontophobia
Ekaterina Kosareva, managing partner of the VMT Consult agency, noted with reference to a study by the journal Nature Science, differences in income levels and access to medicine directly affect the aging process. Thus, people with low socio-economic status are 20% more likely to experience age-related diseases.
Wealthy and public people, on the contrary, develop an increased sensitivity to changes in appearance. According to the expert, the influence of marketing is increasing in this segment, forming the idea of youth as a prerequisite for success.
"Advertising plays a significant role in the development of gerontophobia: youth = beauty = success, including for the opposite sex. And individual drugs, services or creams are given out as a kind of "magic pill", without which you will certainly miss your chance in life," Kosareva said.
The role of popular culture
According to Kushnareva, the perception of appearance is also influenced by social networks and the culture of "eternal youth", which increase pressure and form unrealistic standards of appearance.
"The fear of aging is reinforced today by social networks, filters, the public culture of eternal youth and the old attitudes that a woman "should" be beautiful, fresh, slim and comfortable," Kushnareva said.
Experts remind us that the possibilities of medicine have a limit and cannot completely reverse aging. The boundary between healthy care and obsessive pursuit of youth is determined by the level of self-acceptance. If there is no peace after visiting a specialist, this indicates the need to work not with appearance, but with psychological attitudes and self-esteem.
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