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Anti-Aging_Movement

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					Anti-Aging Movement in the
       United States
       By Jessica Paik
                Forecast
• Why is the anti-aging industry so huge?
• What are the products and services involved
  in the anti-aging market?
• What are some rising problems as a result
  of the anti-aging trends?
                   Forecast
•   Anti-Aging Industry
•   Baby Boomers
•   Ageism
•   Technology and Availability
•   Media and Celebrities
•   Different attitudes about the industry
         Anti-Aging Industry
• 30 billion dollar market
• Most cosmetic companies have a special
  skincare line devoted to anti-aging
• Many spas and dermatologists also provide
  services aimed at age prevention or reversal
Anti-Aging Products
             Anti-Aging Procedures
•   Botox Injections- Treats frown lines, forehead furrows, "crow's feet," lines
    and wrinkles of the lower face by preventing muscles to contract
•   Collagen/Fat Injections- Plumps up creased, furrowed, or sunken facial skin;
    add fullness to lips and backs of hands.
•   Face lifts- Improves sagging facial skin, jowls, and loose neck skin by
    removing excess fat, tightening muscles, redraping skin. Most often done on
    men and women over 40.
•   Eyelifts- Corrects drooping upper eyelids and puffy bags below the eyes by
    removing excess fat, skin, and muscle.
•   Chemical Peels- Restores wrinkled, blemished, unevenly pigmented, or sun-
    damaged facial skin, using a chemical solution to peel away skin's top layers.
•   Microdermabrasion- Mechanical scraping of the top layers of skin using a
    high-speed rotary wheel. Softens sharp edges of surface irregularities,
    including acne and other scars and fine wrinkles, especially around the mouth.
              Baby Boomers
• Baby boom generation is now reach middle age
• They were known for their youthfulness and
  carefree attitudes during the 70’s
• Many Baby boomers are having a hard time
  accepting aging as an inevitable decline.-Masci
• There are about 78 million baby boomers in
  America
• They are the primary contributors to the anti-aging
  market
                        Ageism
• Old people are the center of many jokes
• There are many stereotypes about the aging population
  (old hag, old geezer)
• Older people are not considered attractive after a certain
  age
• No longer have sexual appeal on others
• Ignored or not taken seriously because of their age
      Technology and Availability
• “They're coming out with more techniques that are non-
  invasive and can be done in the office, cheaply and
  quickly.” Vicki Joy, a spokeswoman for the American Academy of Anti-Aging Medicine in
    Chicago

• “Plastic surgery was once reserved for movie stars and
  millionaires. But today cosmetic procedures are well
  within reach for most middle-class Americans.”
• Most spas and dermatologists have skin care specialists
  who are willing to perform non-surgical procedures.
          Media and Celebrities
• The media celebrates youth
• There are positive images of youth everywhere
• Positive images of older population is rare
• It is difficult for actresses and models to find employment
  past a certain age
• Many of the older celebrities who are successful admit to
  having procedures done
Middle-Aged Celebrities
Different Approach to Marketing
• “Embrace the best
  years of your
  life…and realize
  the beautiful
  potential that lies
  within.” -Dove
                    To Botox or not?
•   “People are so obsessed with looking young. I see women in their thirties
    pulling this up and tucking that back.” -Halle Berry




•   “Boomers know they're going to die,” says Spokesperson of the American
    Academy of Anti-Aging Medicine. “But they want to look and feel good while
    they're alive instead of spending their final years in a nursing home like so
    many people do today.”
         Is the anti-aging bad?
• The growth of the anti-aging market isn’t
  necessarily a negative thing but this shows the
  negative attitude Americans have towards aging.

• America’s obsession with youth is contributing to
  the insecurity and dissatisfaction people have with
  their image. These problems prevent people from
  leading healthy lifestyles.