skin around their jaws is
beginning to loosen up. As ads
for muscle-tightening
mechanisms pervade the media,
enticing men to build better
bodies, to feel and to preserve
what they've got, so too does
the cosmetic industry attract a
man's attention by claiming that
it can preserve good looks and
postpone wrinkles and aging.
The reasons are many. Men,
too, are influenced by the
American youth-oriented society
in which we feel "in" when
we're young and "out" by the
time we reach our mid-30s or at
least by 40.
Butch Cassidy told the
Sundance Kid that "Everyday
you get older — that's a law."
He just didn't know how many
people would make it their
business to try to break that law
or at least bend it. Over $1
billion is spent on men's
toiletries (skin care, hair care,
fragrances and shaving items) of
which the men's skin-care
component is over $30 million
and expected to grow at a rate
of five percent a year.
Men deal with aging in
different ways. Some, like Florida
Congressman Claude Pepper,
keep going like a marathon
runner regardless of the
condition or pain. Others try to
rearrange the aging process so
that they appear younger than
they really are. Most expend
their energies on a daily basis,
in front of the mirror each
morning or evening for a daily
ritual of creams and lotions. A
few opt for longer term solutions
to have wrinkles stretched out
and flab removed.
Cosmetic changes of aging
are upsetting because they
serve as a constant reminder of
fleeting youth. Men have it a bit
easier than women. The effects
of skin aging are less noticeable
in males because they have
more oil in their sebaceous
glands which lubricate the skin.
Even so, after many years, the
forces of gravity and aging

Spring - Summer Collection
1988

29555 NORTHWESTERN HWY
SOUTHFIELD, MI 48034

313-356-7666

True Confessions:
"The Woman Who
Wanted It All"

I admit it. I demand perfection, that's why I take
all my clothes to AUDREY's Custom Cleaner because
I know I can count on a job well done.

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LAUNDRY
SILK FINISHING

• Farmington Hills • Hunters Square • 855.4870

SPRING '88

107