Anti aging is still dominated by baby boomers trying to stop the clock ticking.
But in recent years a growing number of very young women with barely a wrinkle to show are booking themselves in for the same anti aging treatments as their mothers. So just why are women so keen to look younger even before they start to age?
It seems that non surgical procedures like botox are sought after by young women to make them look as flawless as the images they see in magazines.
It’s not so much about a need to look younger but a wish to look better – and maybe also preventing wrinkles from forming later on.
A common procedure for younger women is botox to deal with early frown lines and brow creases.
And it’s almost seen as part of a regular beauty routine: “I feel like you highlight your hair, you get teeth whitened,” says one 25 year old quoted in a recent newpaper article, “Botox is just one more thing to do.”
It’s partly down to greater awareness. There’s so much more coverage of anti aging treatments like botox and facial fillers like Restylane. Young women are seeing their mothers getting treatments and they follow what their favorite celebrities do – many of whom are just as young as they are.
As a result plastic surgeons are reporting requests from people whose wrinkles are difficult to find – let alone treat. So – as the anti aging market expands to include the 20+ age group – it’s no wonder annual botox shots are up around the 5 million mark for the US alone.
“We’re in an era where we’re very much driven by beautiful people who are very air-brushed and they’re relatively flawless“
Dr. Steve Fagien, plastic surgeon, Boca Raton
The greatest rise in demand – from all ages – has been for for non invasive treatments that skip the scalpel and focus on adding volume to the face and smoothing skin texture.
The reason is easy to figure – who wants the pain and downtime of facial cosmetic surgery if you can get a good result without it.
According to the American Society of Plastic Surgeons – if you want younger looking skin then loss of volume is one of the most important things to deal with. Naturally – science has provided the solution and the new facial fillers approved by the Food and Drug Administration in recent years have been revolutionizing the way doctors deal with aging.
As new and better facial fillers are developed products like Restylane, Perlane and Juvederm have almost become household brand names.
Increased demand has reduced prices and women of all ages are starting to use anti aging products as just another part of their beauty regimen.