Using cosmetics to look younger
Description: 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.
Implementation: 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.
Claim: A youthful look gives the appearance of a more dynamic, charging individual who will go out and get the business.
Type Classification: J: Unconfirmed strategies