It’s no wonder 30,000 women are awaiting a cream that claims to make skin actually younger
That the launch of a – purportedly – rejuvenating moisturiser is now considered national news is, you have to admit, a kind of progress.
Well within living memory, face cream manufacturers would have found coverage of their triumphs hidden away, if they made it out of women’s magazines, somewhere within the lifestyle pages. And even there someone might ridicule the more absurd claims. Or some feminist muscle memory might respond adversely to the expectation that women should fall upon anything claimed to alleviate signs of non-youth, a project that Susan Sontag described in 1972 as women’s “passionate, corrupting effort to defeat nature: to maintain an ideal, static appearance against the progress of age”.
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