SEPAWA® CONGRESS 2022 

Speaker: Sarah Frech

Company: Beautystreams

Title: STOP AGE ANXIETY - Welcome to the Era of Healthy Aging!

Abstract: As the life expectancy of the global population increases, the consequences of aging are gaining more attention than ever. The notion of aging has long been considered in the context of a purely biological and medical definition, but today’s new take proposes a more holistic solution which tends to blur the boundaries between beauty, health, and well-being, relevant for all groups of society, regardless of age. Lifestyle, diet, self-care, at-home devices are now widely regarded as a fundamental aspect of healthy and mindful aging and living, and have sparked considerable interest across all generations. The conversations surrounding aging are undoubtedly changing with brands, and even the media, moving away from communication which focuses on eradicating all signs of getting older, and instead promoting the notion of being in harmony with one’s age, its visible signs, and its effects. As part of a non-profit awareness campaign for the Open streams Foundation, BEAUTYSTREAMS presents an analysis of how brands are addressing aging today, as well as their vision on how to enhance attitudes towards aging and alleviate the pressures created by the beauty dictates of our modern society.