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Younger adults are becoming increasingly cynical of "anti-ageing" cosmetics and products according to recent studies in the US, prompting many to start to question whether there is actually any such thing as an "anti-wrinkle cream".
As our population ages, so many of us who are over 30 are finding more and more ways to mask our age, but new studies show that it's not easy to peel away those years.
Younger adults are increasingly taking a harsh view of those over 40 who attempt to hide their age. and the harder people try to look young (and through more extreme means like surgery), the harsher they were judged by younger adults.
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In one experiment, scientists worked with 122 young women around 19 years old and another 123 women around 70 years of age. The results showed that the younger participants were highly judgmental of those who went to great lengths to cover their age, whilst the older adults were far more lenient in their views of those who use botox, surgery and conventional over-the-counter creams and remedies.
Further research in to the opinions of the women showed that younger women mostly dismissed claims by cosmetics companies that certain products would "make them look younger for longer" or had properties such as "anti ageing" or "wrinkle reduction".
These results suggest that despite the massive growth in anti-ageing products and techniques, that it is not yet universally accepted that women should look younger... and that this lack of acceptance is by women ourselves!