Fountains Of Youth
Gwyneth Paltrow would never sweat over a hot stove.
So, Jay-Z, music mogul, hip-hop king and husband of Beyoncé Knowles, has a lifestyle blog. It's called lifeandtimes.com. Seriously. Pop-culture commentators are surmising that he's been influenced by his friend and one-time protégé Kanye West, who has so far embraced social media the way a drowning man embraces a million-dollar yacht that's sailing off the coast of Capri.
But there is another, blonder element in this equation, because Jay-Z is also mates with Chris Martin, who is of course married to Gwyneth Paltrow, queen bee of the lifestyle blog. Her own, goop.com, began almost three years ago and continues to bloom despite the haters. (See that? I could've said "detractors" but I used the more urban "haters" in order to display my sizzling street cred. Oh, I am down with Jay-Z! Have been ever since he ... started dating Beyoncé.)
Well, Gwyneth spawned a major trend and now every woman and her labradoodle is hell-bent on building an empire of aspiration by launching similar websites that provide you with tips on how to live, such as what to wear with your Chloé tote, or how to garnish organic chicken.
I raise this because if the lifestyle website is the online equivalent of youth serum - and I know it's a long bow, but for the sake of this page, let's just say it is - then Gwyneth is Chanel. Like Chanel, she may not have been the first (that honour belongs to Shu Uemura, who launched theirs in 2009) but Hollywood blue blood Paltrow is certainly the classiest and she enjoys the deepest saturation.
Chanel brought out its revitalising serum last year and my own lifestyle changed dramatically. How could it not? For the first time since 1988 my skin looked its age.
Months later, Lancôme trotted out its own little bottle - and it's the closest to Chanel in terms of improving skin elasticity and tone. YSL jumped on the bandwagon last month and, just like Mr Z, theirs is highly stylised, slightly overproduced and totally cool. Dropping in May is Giorgio Armani's version, which has a lovely scent and is considerably cheaper.
The idea of a miracle youth elixir is by no means new but with today's technology, it's now believable. Mind you, each explanation of how the miracle ingredients were discovered, then carefully extracted, reads like a James Cameron script. Although, who really cares how they did it? The point is, it works. So, to borrow a lyric from the hip-hop master and budding blogger himself, might I ask, "What the hell are you waiting for?"