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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.
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