What’s wrong with wrinkles anyway?

We are appalled by the majority of marketing campaigns aimed at women, which have created false standards of beauty and make women feel inadequate and unsure about their bodies, and in particular, about ageing skin.

In view of this, Raw Gaia has adopted an "ethical marketing" approach to beauty and ageing, so here is what we have to say:

We are constantly bombarded with images of the ‘perfect woman’, typically a model in her late teens, very slim and wearing make-up done by a professional artist. Moreover, and what most people don’t know, the photograph is then airbrushed; skin, body and face features are enhanced and made completely flawless with the help of computer software. So these images of femininity and beauty that we see all around us are of women that literally don’t exist!

The problem is that this makes women feel inadequate, unhappy and unsure about themselves. Have you noticed that pretty much every woman you know will admit in confidence that she feels unhappy about some part, or all, of her body, that she would feel happier if she could change it? To us, this is awful!

Ageing skin is now a particular concern for women. According to a recent market research study, over 90% of women do not feel good about the way their skin looks, regardless of how old they are. This same study acknowledged that nowadays even young women in their early 20s have concerns about wrinkles.

We find it disgraceful that skin care companies use these images to convey the hidden message that ageing skin is not beautiful, not lovable. Sometimes this message is even blatantly explicit. For instance, we found a natural skin care company referring to wrinkles as "unsightly"! We think that creating the need for a product by making women feel bad about themselves is just plain cruel.

Raw Gaia has therefore adopted an "ethical marketing approach to beauty and ageing. We have taken off any mention in our products about de-ageing, wrinkles, rejuvenation, etc. All our marketing literature has been carefully scrutinised to remove anything that would make women feel unsure about their skin and body. On our website, a section has been created to provide information on how to achieve healthy skin through right diet, natural skin care and a positive mental attitude.

We are doing this because we don't want to contribute in any way to this madness. Evidently, we are not suggesting that people shouldn’t use skin care products anymore. On the contrary, it is good and important to have skin that is healthy and full of vitality. Such skin is beautiful, regardless of whether it is aged. Our purpose is to offer you the purest skin care products that truly promote healthy and beautiful skin, by using organic, vegan and unheated, plant-based ingredients.

We invite you to use our products (or any truly natural skin care products for that matter) because you are moved to take good care of yourself and your body, because you want to feel good and not as a result of feeling inadequate or unhappy.

We have all been brainwashed but now is time to see through these unreal, false standards of beauty, created by years and years of unkind marketing tactics. Whenever you see one of those ads, know that they are completely unreal images, the result of computer trickery, makeup, a little bit of nip / tuck action, etc.

Ageing is inevitable and cannot be stopped, not even using the best natural skin care. Botox and all the rest of invasive surgical treatments don’t make you look in your 20s either. But the key point is: ‘What is wrong with wrinkles anyway?’ And of course, the answer is: ‘nothing!’