An industry built on psychology

Hi Sam
I have read your column of 20/03/09 on The Guardian Weekly. In spite of my disagreement with some of your ideas but I am fond of your writing style which is very critic but also funny and polite.
I agree with you that some of the cosmetics’ advertisements, specially the anti-aging ones, are totally exaggerated and sometimes they are bluffing but the whole industry I think was built on the psychology of human beings.
I remember, when I was young my granny used to tell us stories about the young man who took the risk and jeopardise his life to bring the elixir of life for his lover to make her live with him forever in youth and beauty. The immortality and long lasting youth are deep desires in the human nature. So, I think the industry of cosmetics was built basically on this idea and its message is that if the people want to live in a long lasting youth, let’s make it easier for them. The offer is that, if you are afraid of wrinkles lets have a plastic surgery, if you afraid of surgery lets have some injections on your face and we will paralyze that bad nerve which make you seem older, if you are afraid even from injections, be relaxed we have the magic mixture for you.I like Dove initiative which calls for anti-stereotype look of beauty. They are saying to women that to be beautiful doesn’t mean you should be a manikin or a model, be proud of yourself and (MOISTER YOUR SKIN WITH OUR PRODUCTS) which I think is a reasonable and convincing message morally and commercially.