Let’s Talk About Ageing: Avène 30 Plus Event

Ageing is a hard thing to talk about sometimes. I always hate the question, ‘how old are you?’ People are often very surprised by my age because I am lucky to look much younger than I am. I don’t often like to talk about my age because people assume that by a certain age you should have met certain life goals: house, kids, the whole lot.

Everyone’s lives are different however and I spent the majority of my 20s living a fabulous life, travelling all over the world and having amazing experiences from walking with lions, to living in Japan for four years, to staying with nomads in Mongolia. Seriously I’ve done a lot in my 30 plus years and have really packed it in. So I’m happy with where I am – no regrets!

Asking how old people are lends itself to a certain ageist stereotype that goes along with whatever age that person might be.

That’s why I was keen to join the talk on ageing, hosted by Hayley Carr (London Beauty Queen and the one behind the 30 Plus Blog Collective) and Avène with a panel of three experts Jane Cunningham, Dr Sam Bunting and Dr. Linda Papadopoulos.

As well as launching their new range, Eau Thermale Avène PhysioLift, Avene was also there to chat about ageing and how to speak to consumers considering their new packaging has the wording ‘Deep Wrinkle Filler’.

For me, I like skincare to be direct but I don’t like brands to be ageist. Someone could be 30 and look 60 or the other way around! Seriously skin needs change from person to person and some people age naturally incredibly well while others age a lot faster. This could be linked to lifestyle or genetics – or both. Either way I prefer that brands tell me what the product is for rather than grouping it by age – such as this if for the 50+, etc, etc.

My skin might have the same current needs as a 25 year old at the moment – it really depends on how fast your skin is ageing. But of course this all needs to be presented in a sensible, non-ageist way. Would I like to see more 30 plus women rocking it in advertisements? Why, yes I would!

So let’s talk about the new Eau Thermale Avène PhysioLift range and how it will help your skin, no matter what your age!



I was lucky enough to be given 5 new skincare products from the range to test and as I have never covered Avene on the blog before, I can honestly say I’m quite excited to be reviewing the brand at this moment. Because you see, I’m a bit of a skincare addict. Talk to me about serums and molecular density any day of the week. This new range from Avene is targeted at filling wrinkles. Most people over 30 will have some sort of fine lines or wrinkles but I’ve also seen people far younger than me that have wrinkles so if you have them – no matter what the age – these products are targeted to you!


First up is the Regenerating Night Balm. This balm is great for replumping the skin. As we age, we lose volume and collagen which holds the structure of our skin together. Plumper skin means you look more fresh in the morning too – yay!


Next up is the PhysioLift Day Smoothing Cream. It contains collagen replenishing Ascofilline and Hyaluronic acid fragments which help smooth the appearance of deep wrinkles and firm the skin. The cream also targets dull skin and signs of fatigue.


On the list next is the PhysioLift Precision which is a targeted wrinkle filler – you can use this around the mouth, eye area and forehead. I love this product – honestly it is so user and skin friendly! The formula settles in wrinkles, right where you want it.


The eyes are where everyone shows their age. The PhysioLift Eyes targets the skin around the eyes as well as diminishes dark circles. The cool thing about this product is that it has a “patch” texture which mimics the skin, ensuring excellent absorption of active ingredients all night long. So good.


Last but not least is the PhysioLift Day Smoothing Emulsion for normal to combination skin. An emulsion is essentially a serum so use this prior to the day or night cream.


So what’s your thought about ageing?


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