Thanks to a recent medical study, researchers have discovered that "shrinking facial bones play a major role in facial aging and that women experience this type of facial bone loss at a younger age than men." According to study co-author Dr. David Kahn:
"Many people believe that only gravity creates wrinkles; however, we have discovered the loss of volume in the face and changes in bone structure also contribute to making us look older. As we age, not only do we lose fat in our faces but our bones actually change in contour, often making us look older than we feel."
More specifically, researchers explain that facial bones tend to dissolve, shrink, and leave empty spaces, which the aging skin can no longer tighten around. So what exactly does this mean? Well, for one, your grandmother's hypnotic, turkey-neck waddle is likely an inevitability. At least you know now.
Still, accepting this fact as a reality would ultimately ruin the cosmetics industry, which - let's be honest here - is based on deception and creative illusions. We, alone, can provide you with the secret potions and products which will hide your true age from the world, they advertise (hey, it's the next best thing to that fountain of youth we've heard so much about). Apparently, their ploy is working, and very well. According to CosmeticsDesign.com, "For products that target specific age-related conditions, the global market was estimated at $6.9 billion in 2003, indicating a growth rate of 11.4 per cent."
Skin lifting moisturizers, collagen serums, cell regeneration lotions, anti-aging toners, neck-firming creams (for grandma)...the list goes on for days. Women, and increasingly more men, are willing to throw down some serious cash for these specialized concoctions. While many products fall within the $5-15 range and can be found in your local drug store, others can cost hundreds of dollars for a single ounce. In fact, Forbes magazine put together a list of the top 14 most expensive "face-lift fighters," including the #1 ReVive Intensite Revitalizing Serum at $600 an ounce (available at Neiman Marcus, Saks Fifth Avenue and www.reviveskincare.com).
Hmmm...$600 per ounce. That's ridiculous. Kind of makes me want to send each of those customers a letter including the study's findings and a few notes on the excessive vanity and stupidity required to purchase an outrageously-priced, "magical" skin potion. Then again, who am I to stop their superficial pursuits? They'll figure it out on their own, eventually.
