If you think looks don't matter, think again. The face is the first place most people look to determine a person's age - which helps explain why so many people spend money on procedures or products to reduce visible wrinkles and to firm sagging skin.
Worldwide, individuals with sufficient economic resources are spending more per capita on skin care than ever before. This trend gained momentum in the mid-1990s and does not show any indication of slacking off in the near future.1
In 2003 Americans spent almost $9.4 billion on cosmetic procedures. Botox injections which cost $400 to $600 per treatment, eyelid surgeries that are over $2500, and facelifts that cost over $5600 in surgeon's fees alone are commonplace.2
One reason people are taking such extreme measures to look younger is the fact we are living longer than ever before. In the United States, the life expectancy has increased 30 years since 1900. By the year 2025, the global-wide life expectancy will be 73 years. (World Aging Report) No wonder people are looking for ways to fight the aging process - who wants to live a long time with sagging skin, wrinkles and poor health?
Boomers
So who is driving this massive quest to counter the aging process? The Baby Boomers. The generation of people born right after World War II, known as the Baby Boomers, are now middle-aged and headed toward retirement. For this generation, looking and acting old just isn't an option in today's world of youth and vitality. This is a huge population and one reason the anti-aging market is growing so rapidly. In the United States alone, estimates put this segment of the population at about 76 million people.3
People in this age demographic are looking for ways to maintain their health and youthfulness by adopting healthier lifestyles and by taking steps to protect their bodies both inside and out. And who can blame them? If we're going to be around for a long time, we'd like to look and feel as good as possible for as long as possible. In other words, we want to Live Better, Longer.
1 http://www.feed-back.com/ezine.htm
2 American Society of Aesthetic Plastic Surgeons
3 World Aging Report, 2000-2002, Dr. Robert Goldman and Dr. Ronald Klatz, American Academy of Anti-Aging Medicine.
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Then...
For thousands of years people have been trying to make themselves look better ... younger ... more appealing. Throughout history, this quest for a more youthful, attractive appearance has taken many forms.
- Evidence of efforts to look younger and more attractive was discovered as early as the days of ancient Egyptian royalty when moisturizers and anti-aging formulas were found in the 3,000-year-old tomb of Egypt's King Tut.
- A few hundred years later, Ponce de Leon searched for the legendary Fountain of Youth during his Florida expedition in 1513.
- And in Elizabethan days, aristocratic women combined lead, chalk and paste or used vinegar and egg whites to create a heavy makeup in an effort to enhance their appearance.
- More recently, many people remember the odd things their mothers or grandmothers did in an effort to turn back the clock and counter the effects of aging.
And Now...
Today, millions of people continue to search for this illusive fountain of perpetual youth. They spend billions of dollars to look younger and more attractive. Once reserved for the wealthy and famous, costly surgical procedures are becoming conventional as people clamor to literally peel away the effects of aging.
The old saying "beauty is only skin deep" no longer rings true, because studies reveal that people with a pleasing appearance are much more successful or are simply perceived to be happier and more competent (Etcoff). A holistic, mind-body approach is now widely accepted by most people today. In other words, how people look affects how they feel, and how they feel affects how they look. The better you believe you look, the more confidence you possess — and the greater your chances of being successful.
Beauty of Innovation
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