Rejuvenation

The beauty industry widely embraces the concept of rejuvenation, strategically using the term to captivate buyers and promote products. The question arises: what makes this word such an effective and influential marketing tool? What is the definition of "Rejuvenation"? According to the Cambridge Dictionary, rejuvenation refers to the action or process of restoring a person's youthful appearance or vitality. Understanding the essence of rejuvenation sheds light on why cosmetic and energy drink companies frequently utilise this term. Undoubtedly, it is a compelling and lucrative word, as it resonates with everyone's desire to feel youthful, revitalised, and energetic.

The term 'Rejuvenation' does not pertain to the cosmetic or energy drinks industry; it has biblical origins dating back to Genesis 1 and 2. In Genesis 1, the Bible tells us that God created the universe, and in Genesis 2, God finishes his work of creation. Genesis 2:1-4 (GNB) states, "And so the whole universe was completed. By the seventh day, God finished what he had been doing and stopped working. He blessed the seventh day and set it apart as a special day because, by that day, he had completed his creation and stopped working. And that is how the universe was created." The key word in these verses is 'Sabbath'. We see that after God had finished the work of creation, he rested. Yes, God rested. After God rested, he recognised the significance of rest following work and consecrated it as a holy day, commanding its observance. The things that genuinely revitalise us are not the cosmetics we apply or the energy drinks we consume. Instead, our obedience to the word of God and our ability to attain genuine rest brings about rejuvenation.

According to biblical teachings, God intends the Sabbath to be a sacred day of devotion, a time when we can fully immerse ourselves in the worship of God, undistracted. Just as God rested from His work, we, as his creation, are also called to rest. This period of respite serves as a rejuvenating experience for our spiritual, mental, and physical well-being. In today's increasingly chaotic world, numerous distractions compete for our attention, making this dedicated rest time even more crucial. Earlier today, during a conversation with a friend, she shared the tragic news of losing one of her male colleagues to a sudden heart attack. According to her, this colleague used to work tirelessly, going from one shift to another with minimal time for rest. Before his passing, he came to work and said he never made it home. God understands the composition and fragility of humanity, which is why he decreed that we should take time to rest from our labour. When we intentionally pause to rest, not merely idling away our time but actively seeking the presence of the divine, we find ourselves infused with renewed strength and vitality.