Appearance is very important to many women and Every women wants the chance to stay and appear young forever.

"The logic and cultural myths that buttress the cosmeceutical industry construct the older woman as a victim of old age, part of an "at-risk" population who must monitor, treat and prevent any markers of old age."

Women are obsessed with looking beautiful and especially looking younger. Many people say that the key to looking younger is wearing make-up and applying the right cremes that conceal lines and wrinkles. If those methods don't work, then many women do consider to have plastic surgery to hide the fact that they are getting older.
Then there is the media, which constantly showing and representing women to be young and beautiful. The media is portraying a message that women should dread getting old and to hide that as much as possible.

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