We fear death, so we fear aging, and as a result, phrases like, “join me in the battle against ageing” have populated our culture. This is most noticeable in the branding of beauty products, specifically face creams that sell themselves based on their potential to slow, pause, or even reverse the aging process. We fight and we defend against aging, as if there is a battle to be won. We are in denial about the inevitable aging process that leads to death, but by defending against it, we do not properly prepare for it. These brands are deceptive–they take advantage of our fear and make it appear as our desire, but really they are distracting us from the true desire of optimizing our lifetime.