(AND EAU THERMALE AVENE ARE LEADING THE WAY) Over the last decade the beauty world has become obsessed with the concept of 'anti-ageing'. Every product launch sees a new wave of claims that promise to "rekindle our lost youth" or "turn back the clock," but when did ageing become such a bad thing" When did wrinkles and laughter lines become something to be ashamed of" In other cultures age is associated with wisdom; wrinkles command respect. In the western world fine lines, grey hair and a somewhat expanding waistline are met with apprehension and dread; it seems that past the age of 25 we lose our social equity entirely - because if we're not beautiful in the traditional 'Victoria Secret model sense' then what's our value on this earth" Botox has never been more mainstream; eye lifts have never been more affordable; the shelves of our local Boots have never been so full of false promises. Women are spoken to in an increasingly patronising and derogatory sense, with brands scaring us into parting with our cash in the hope we'll wake up tomorrow with the skin of a teenager. However, there's a growing section of society that are standing up and saying enough is enough - something needs to change. 
If you're a member of my 30 Plus Collective then you may have seen the conversations that evolved last week when we teamed up with Eau Thermale Avène to discuss these very issues. Our objective was to open up a convers...