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• "I want to look as young as I feel" Psychological factors influencing the willingness to undergo cosmetic procedures in the context of ageing

  62-86

  Lilla Kegyes

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  109

  In 2020, a total of 15.6 million cosmetic procedures were performed in the United States alone - a 43% increase from 6.7 million in 2000. This upward trend is likely to continue for decades to come. In 2020, the largest consumer group was women aged 40-55, accounting for 45% of all cosmetic procedures and they primarily chose procedures to remove visible signs of aging. This study aims to summarize the factors that generally influence the development of positive attitudes toward procedures. Additionally, the study explores the relationship between ageing and interest in cosmetic procedures. The underlying factors are explored both at the individual level, such as ageing anxiety, and at the societal level, such as age stereotypes and ageism. Finally, the article also discusses the perception of individuals who undergo these procedures and the factors that may help older individuals to have a positive attitude towards ageing.