How to be young without make-up or surgery

Have you ever thought about breast augmentation or liposuction? Or perhaps eyelid surgery or dermal filler treatments? You have? Not surprising then that the market for surgical and non-surgical procedures is rising at 20%+ per year. In Britain the total money spent by people looking for a lift to their looks is now almost £500million according to Research and Markets (quoted in The Cosmetic Surgery Market Report, 2008).

But, there is another way! You can be more youthful without undergoing the knife. And this is a technique that requires almost no financial outlay.

So, what is the secret of eternal youth? The surprisingly simple solution is that you need to think young to become young. Going about your life with a youthful mindset will keep life fresh and fulfilling. A genuine elixir.

If you want to know about the six steps to staying younger and feeling sharper, order the following book now: 'You Can Be As Young As You Think' by Tim Drake and Chris Middleton.

Blinking Botox

Would I have a Botox injection to erase wrinkles from my face? I really don't fancy it. But more and more men do.

Botox - or 'Boytox' in the new lingo - is increasingly popular amongst men. A staggering 300,000 American men have a Botox injection every six weeks according to Allergan, the manufacturer of Botox. Meanwhile, reports in Britain show that many brokers and bankers in the City have also caught the habit. And soon to UK TV screens 'Extreme Male Beauty' showing 'manscaping' cosmetic procedures.

So do you? Would you?

You'd certainly be 'on trend'. We live in a 'feminised society' where 'metrosexual' men are encouraged to be sensitive, intuitive and, yes, vain.

We also live in a world where the ideal of a 'real man' has radically changed. They used to be rugged, have abundant chest hair, give off copious amounts of pheromones (otherwise known as BO) and wear chunky gold medallions. Think Peter Wyngarde (Jason King).


Today's 'perfect man' is increasingly shorn of all body hair (and I mean all!), rolls on layers of deodorant and possibly has an ear stud. Think Brad Pitt or Leonardo diCaprio.

We also live in a very competitive world where the young and the beautiful have a natural advantage. First impressions count - as Malcolm Gladwell pointed out in his superb book, Blink. Our adaptive unconscious is fast and frugal. We judge others in perhaps the first 5 seconds of an encounter. Given this, who wouldn't want to look at their Botox best?

But there is a problem with both Botox and cosmetic surgery. They are superficial. First impressions may be influenced by physical apprearance, but lasting impressions are left by what what you say. And what you say is determined by how you think. Think young thoughts and people will perceive you as being youthful. Think grump thoughts and you will be seen as being aged- whether you have a wrinkle free brow or not.

Having studied this phenomenon for two years, Tim Drake and I decided to write a book on the proven principle that you are as young as you think. Our working title for the book? Botox for the Brain. Indeed, in Holland, our book is published under this same title.

But the point is this. If you are a man who is attracted by a quick Botox fix, you need to answer the following challenge:

What good is fabulous body if all you have is a frumpy brain?

If you want less superficial anti-ageing, and a more authentic answer to your desire to stay young, read our book: "You Can Be As Young As You Think (published by Pearson in June 2009).

Why rejuvenation is good for the economy

I spend a lot of my working life trying to understand how people are changing and what new things they want from their lives. In the profession this is called trendwatching. I also take care to look at what trends other commentators are observing. And guess which trend is often overlooked? That's right. Our desire as individuals to want to stay young, vital, and relevant.

For the life of me, I don't know why this is. It is obvious to me as a social researcher that the trend towards rejuvenation drives huge sectors of our economy. In fact, as a driver of consumers and markets, they don't come much bigger. Look at the facts.


- The global market for anti-ageing cosmetics (including skin brighteners, firming agents and cellulite reducers) is estimated at around $13 billion

- Meanwhile, in America in 2006 there were nearly 11.5 million surgical and non-surgical cosmetic procedures performed – up 446% in ten years

- In Britain in 2006, face-lifts were up 44% on the previous year, and brow lifts were up 50%


In reality, the marketplace for youthfulness is much, much bigger that even these statistics suggest. Arguably, the whole fashion apparel market is all about looking young (and, of course sexy).

Likewise the beauty market. Indeed, I once interviewed Daniel Richard, who at the time was high in LVMH and MD of beauty boutique Sephora. He explained to me that beauty was all about death(!) - or at least the cheating of death.

So, in these hard economic times, don't let anyone say that looking after yourself and trying to remain young is a vanity that can't be afforded. The economy is stronger because of people like you.