Indian Women and the Pressure to look young
With the buzz for anti-ageing products, have Indian women succumbed to the pressure of looking young? Is embracing your age out of fashion? By Sushumna Kannan The reach and influence of the anti-aging research-industry is enormous. It extends to preoccupations with immortality and an end to aging altogether. Promises range from “turn back the clock,” “look upto 10 years younger” to “youthful skin in 5 minutes” or “30 seconds” even. Websites that explain their technology accompanied by “it changed my life” testimonials are now on the rise. We are bombarded with products to use from our teen years itself and the side-effects debate seems to have been overpowered. A common view is that using anti-aging products is a woman’s preference. For instance, Sarada Balaji, Fulbright scholar and Professor of English at Tirupati says, “ Women use anti-aging stuff since they are themselves inclined to look young. Moreover, they are easily influenced when they see other women ...