In a youth-centred culture, where ageing is associated with physical and mental decline, investment in a youthful appearance promises access to socially valuable resources. The need for regular care for the self, primarily through consumption, constitutes part of the narrative of successful or positive ageing. Due to its emphasis on self-reliance and efforts to remain healthy, productive and youthful, the discourse of successful ageing has been seen as intersecting with a neoliberal rationality, or a shift of responsibility for risks associated with ageing from the state to the individual. While some authors criticise an emphasis on individual effort to maintain personal wellbeing for a lack of attention to structural factors, others view such an approach favourably as a way of transcending state paternalism. In this paper, I engage with the discourse of 'responsibilisation' drawing on the interviews with middle-aged, middleclass women from Moscow about their experiences of ageing. I employ the theoretical framework of 'governmentality' to demonstrate how the interviewed women's attempts to make sense of what it meant to age 'appropriately' within their milieus informed both their awareness of a need to improve and reinvent the self constantly through consumption in the context of post-Soviet Russian society, and their questioning of and resistance to this pressure.

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In the existing literature, the relatively stable period of the 1970s, in Russia, is characterised by the rise of 'socialist consumer modernity', while the affluent 2000s were the time when a new phenomenon, 'the culture of glamour', emerged. Both periods parallel some cultural developments in the western world: the 1970s-1980s supposedly saw the rise of late modernity whereby individuals, freed from constraints of social structures, engage in ongoing process of self-reflexivity and self-fashioning, through consumption. In this article, drawing on the interviews with 20 middle-aged women from Moscow, I examine the limitations on self-fashioning as a means of achieving and maintaining a position of privilege. I particularly focus on the women's concerns about failing to engage in normative practices of self-care, including anti-ageing cosmetic procedures, and hence failing to embody feminine dispositions that had value in their middle-class milieu. The analysis of such concerns helps discern the ways different markers of identity (gender, class and age) interplay and act as enablers or constraints in the mundane struggle for power at the interpersonal level.

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