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Anti-aging stops here. Words are powerful.

I need your help and it has to do with the power of words.

We need to use and choose them wisely.

I am creating a culture shift in our workplace to abolish the negative words that have been common place until now.

Anti-aging, growing old, getting old.

It is actually coming from you, my friends. You are telling me and guiding me to the conclusion that we need to stop complaining about the “getting older issue.”

Count your blessings that we are here, in this moment right here, right now.

Welcome each day we are given.

We have to change the culture and marketing of growing old. Perhaps just growing.

We can change the dialogue and I am starting right now with baby steps. I think it will have a profound effect on the people we work with and our customers.

I want to change the conversation in our workplace.

Four years ago, we had a lipliner called Indian Red.

Today I cringe that it was ever considered politically correct, but the world has thankfully changed to encourage us to look through a wider lens.

This lipliner is now called Flame.

All our product names are being revisited to make sure the words used will represent the positive images we wish to encourage and portray.

Our images on our campaigns have always been inclusive, all ages, genders and skin tones. We have been doing this since we began in 1987 and we will continue to expand and explore new territory.

Here is where you come in.

I have this skin care moisturizer.

It needs a new name.

Currently it’s called “Anti-aging” moisturizer.

It suggests you can stop the aging process if you use this cream.

That’s not true.

Yes, it’s a gorgeous cream that contains ingredients that will do your skin good but I want to change the conversation.

Please send me some names you want us to consider for the moisturizer formerly known as: Anti-aging. If we pick your name, I will send you some product for your effort.

Now to the bigger picture.

I want to encourage only positive images of every day.

We are not old or aging.

We are nurturing and whole.

We are stepping into our power.

We are following our internal North Star.

I was reading something this morning that really speaks to me.

"What you see every day becomes your reality.”

If we are constantly seeing images of strong, vibrant, powerful women than that's who and what we aspire to become.

The flip side is if all we see and hear is mature, frail, women presented in a diminished capacity and that growing up is not to be embraced and something we are excited about,

then that is also what we become.

Let us say what we mean.

Use our words to encourage powerful strong images to propel us forward.

Love and gratitude



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Also, I would like to applaud you, Vita. I am one of your white label brands and the words are very important to my clients. They always ask me about the names of the products. I know it took a lot of time effort and creativity to come up with them. Although I can’t be positive, I think the names convince or discourage some people from buying when they are on the fence. When I am looking for my favorite lipstick at the bottom on my purse, I am repeating that name over and over again while I am searching. “Where is that “flame lipstick” I keep saying to myself? What we say to ourselves even unconsciously determines our de…

Vita Nachtsheim
Vita Nachtsheim
Dec 13, 2021
Replying to

Your kind words and support mean so much - thank you! ❤️

There is incredible power and strength in the words we choose - both with what we say to ourselves and to others. You are absolutely right - they can lead us down a path. We have the power to choose and every day we can learn from each other.

Love and gratitude,




I love the word optimizer. That made me think of beauty optimizer.


VIVACIOUS = alive, alert, playful, vibrant, upbeat


'Becoming You', 'You(th) at any Age', 'Embrace your Face'...


Cathryn Lennox
Cathryn Lennox
Sep 10, 2021

Age Assured...I don't want to look like 30, 40 or even 50. I am confident in what I look like NOW. I am Assured.

Vita Nachtsheim
Vita Nachtsheim
Sep 10, 2021
Replying to

Yes Cathryn! Embracing and celebrating every stage of life - great thought.

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