Facing a new age of beauty

    Canadian reference on women's attitudes towards aging and the cosmetic enhancement industry, suggests that while nine in ten women don't mind getting older, they don't want their look to reflect their age. With 75 per cent of the women surveyed agreeing they feel more confident now than they did 10 years ago, there's no question women are embracing the beauty of aging.  The Report finds that today's Canadian woman is proud of the character and strength she has built over the years, but is also looking to soften the effects of time and the lines that come with it.
    Ten years ago facial beauty treatment options were limited or extreme: it was either anti-aging creams or plastic surgery.  But the discovery of the aesthetic use of botulinum toxin type A in 2001 was the catalyst that led to the development of a unique, minimally invasive, facial aesthetic category that created a new middle ground for women. According to research presented in the FACE Report, three in four Canadian women agree that within the past 10 years. "Many of today's women juggle the demands of family, career, and social lives.  They are proud of their accomplishments and want to keep the wisdom they've earned over the years, but they don't necessarily want the wrinkles that come with age.
    The last ten years have marked the most progressive period in innovations for facial aesthetics. The FACE Report includes some of these physician-administered treatment highlights, starting with botulinum toxin type A, which opened the door to other in-office treatments. In addition to mapping out the milestones that contributed to the development of the in-office cosmetic treatment industry, the FACE Report honors the confident strides women are making and forecasts new trends, including a move towards physician-administered aesthetic enhancement treatments and techniques that offer more subtle, natural-looking results. And when it came to guessing her age, on average women thought that she was 10 years younger than her actual age.  In addition, 62 per cent of those who did not think she had treatment said they felt this way because she looked natural. Knowledge is power and as women continue to learn more about new treatments, it will become even more important to seek a qualified, trained and board-certified aesthetic physician.