We've changed the word 'young'. 40 is not what 40 used to be. We have almost delayed ageing by two decades."
крутой форекасткер Marian Salzman рассуждает о трендах в области "вечной молодости" и концепции "Metrosexual Man". - Some trends will never change
на всякий случай, под катом - вся статья
Some trends will never change
By Edwina Ings-Chambers
FT.com site; Jan 09, 2004
It seems we've never got over our need for a Merlin figure - someone to predict and help us shape what lies ahead. Our modern version, in commercial terms at least, are the trend forecasters.
With the help of worldwide scouts, they watch, learn, take copious notes and photographs, interpret, and then predict how we'll live, change, look and shop in the future.
One of the leaders in the field is Marian Salzman, chief strategy officer of Euro RSCG Worldwide, and perhaps best known for inventing the term "Metrosexual Man" - heterosexual men that do such outrageously feminine things as having their nails buffed.
Maybe that just sounds like good old-fashioned grooming to you. But the thing about trends is that they're rarely completely new or spring from nowhere.
Take Metrosexual Man, who is not only set to broaden his base but create an impact elsewhere. "I've been noticing more and more men wearing basic foundation," says Salzman, declaring that full-blown make-up on men is not an impossibility. "It's just a matter of what we're used to."
But as Metrosexual Man becomes more content, the knock-on effects for women are less pleasurable, more stressful. "I do think there's been a backlash against Metrosexual Man," confirms Salzman. "If you're involved with a Metrosexual Man, you wouldn't just not want to leave home without looking good, you wouldn't want to leave bed without looking good," she exclaims. "Cleaning up your man is certainly the new thing - but not too clean, as we don't want to add new pressure to ourselves."
Chief among Salzman's trends is the age-old pursuit of eternal youth, only with modern scientific twists. "Looking young in some ways is the cost of having a career, as we don't believe we want old people in young jobs," says Salzman, herself 43 years old. "Old as in 40 is great, old as in 50 starts to be a problem, and old as in 60 is really old for a job, even though in life it's really young still."
No surprise then that when concepts of age are changing, so are our associations with age. "We've changed the word 'young'. 40 is not what 40 used to be. We have almost delayed ageing by two decades. Before, the idea of being an old granny was palatable but now you want no part of it. People who are grannies and very hip may also be young parents. Look at Mick Jagger: if that's old, what's young?"
But it's the choices we make to hold on to our youth that separate us most now. Cellular rebuilding "is a big thing, somehow using chemicals to let the body get back to the way it was, to rebuild itself". All the major beauty houses are either selling a version already or have one about to launch, and the technology "will get a lot better".
More and more of us are turning to plastic surgery. "Surgery, when I was young, meant the worst thing that could happen. It meant you had your appendix taken out or you were going to die of cancer."
But television programmes displaying quick recovery times have put our minds at ease, and the cost of surgery has gradually declined so it is becoming affordable for the masses - and, thereby, more accepted.
"We now see advertisements on the subway for body parts to be liposuctioned, with finance available," says Salzman. There's even a trend for teenagers to opt for a little surgical enhancement. It's ironic - or perhaps just startling - that as adults feel younger than their
years, the still youthful are already searching for something they haven't yet lost.
This trend has also contributed to a rise in plastic surgery holidays to countries such as Brazil and South Africa. "The thing that really surprises me is that people go for surgery and while they're recovering are taken for a bit of a safari. I'm trying to get over that as the last time I went on safari, I just wanted to go to bed because my feet hurt," says Salzman.
Interestingly, the surgery trend is more prevalent in the US where, says Salzman, people are more inclined towards "the quick fix, the diet pills". In the UK and Europe, there is "more emphasis on being natural".
We lean "towards a natural, east/west, lymphatic massage and meditation" approach to youth. A good example of this, says Salzman, is British television newsreaders, who "have been allowed to age".
It's all part of a basic belief - and one that's increasingly fashionable - that beauty can come as much from the inside as the outside.
Why have a Botox injection if a yoga class can put us at ease with ourselves and the natural ageing process? "We take messages from beautiful or attractive people more readily than we would from unattractive people," explains Salzman of our beauty obsession.
But this predisposition can be overcome. "Take Ruby Wax. She's not attractive or unattractive, but her personality is more vibrant so we allow her more attractiveness. And that's part of the inner/outer thing," she continues. "But," she warns, "if she were truly unattractive, we wouldn't even allow her that." Some things, such as human nature, will always be beyond trends.