In a competitive environment, there are advantages to those who make efforts to look younger. These may range from application of products to use of cosmetic surgery.
In addition to the widespread use of cosmetics by women in order to look younger and more attractive, despite advancing years, men are increasingly faced with a similar need. This arises from downsizing in companies resulting in increasing numbers of white-collar workers seeking new jobs in competition with younger colleagues. Older men are therefore increasingly influenced by studies suggesting that their chances of obtaining new employment of a desirable nature will be improved by the use of cosmetics, hairpieces, hair dyeing, face-lifts, dental bridgework and elevator shoes.
A youthful look gives the appearance of a more dynamic, charging individual who will go out and get the business.