In some cultures, taking care of, respecting, and learning from one’s elders is important. But, America—especially thanks to the high non-white birth rate—is a very youth-oriented society. Older individuals often spend their twilight years alone in assisted living facilities and nursing homes. Older actresses, with a few notable exceptions, have trouble securing roles. And many Americans adore young and youthful-looking celebrities and strive to emulate their seemingly-youthful appearances.
Accordingly, even middle class women and men spend heavily on cosmetics, creams, and “cosmeceuticals,” which are cosmetic products, like anti-aging creams and moisturizers, that claim to have drug-like benefits. Every year, Americans spend billions of dollars on cosmetics that promise ultra-white teeth, unblemished skin, and beautiful hair. Cosmetic companies know how to play to Americans’ fears that a pimple, a less-than-pearly white tooth, or split ends could cause them to lose out on the love of their life or a once-in-a-lifetime job. Accordingly, these firms spend handsomely on psychologists, researchers, and other consultants so that they can “pitch” and package their products to solve what Americans are most concerned about.
In addition to using cosmetics, Americans see dermatologists and plastic surgeons to have anti-wrinkle products like Botox (or other products) injected into their frown lines and crow’s feet. They also have laser hair removal, chemical peels, and microdermabrasion. And Americans spend on cosmetic dental procedures so that their teeth will be straight and their smiles bright white.
Others take more extreme measures—having tummy tucks, liposuction, breast implants, nose jobs, eyelid surgery, and face lifts. In a recent year, Americans had nearly 12 million surgical and nonsurgical procedures performed in the U.S., which cost more than $12 billion. Surgeries are much more common among women than men and in certain cities within the U.S.—like Los Angeles and Dallas—where wealthy people and celebrities live. Affluent parents even allow their children to have nose jobs, breast implants, and other surgeries. Additionally, people whose living depends on a youthful appearance, including broadcast anchors and movie stars, typically have surgery but often deny having done so, usually claiming that they are younger than they actually are.
More recently, some celebrities, including Jane Fonda, Gloria Steinem, and Susan Sarandon, have come out against plastic surgery, stressing that women should celebrate—not rue—getting older. But, many of those who now criticize plastic surgery to stay young may just be too old to have additional operations.
Even when the results of “tinkering” with nature are obvious and overdone—think Speaker of the U.S. House of Representatives, Nancy Pelosi or comedian Joan Rivers—some Americans are not deterred from achieving their goal of looking younger and (allegedly) more attractive. Programs like CNN’s Larry King Live have discussed how some individuals became so obsessed with looking young that they spent hundreds of thousands of dollars on surgeries—even when the results of these operations were disastrous, if not monstrous.
Beauty may be in the eye of the beholder, but for many American women and men, beauty can come in a jar, an injection, a scalpel, or an implant. Staying young and reversing the effects of aging is just big business in the U.S.
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