Plastic surgery is for many women a release from their quest for perfection. Regardless of the economic downturn the so-called ‘lipstick effect’ is no longer enough; the Botox and cosmetic-surgery industries are booming in spite of the recession and high-profile health scares. This effect were pushed by reality / game shows like Bridalplasty where brides will competing to win a dream wedding and an array of plastic surgery procedures. Analysts at Goldman Sachs estimate that the global beauty industry is growing at 7% a year, more than twice the rate of the developed world’s gross domestic product. However sad that may be what brands need to know about the new breed of ‘Alpha-Maintenance Women’ is that these women are looking for more than mere ‘hope in a jar’. They want to look younger, to feel better about how they look and they demand unparalleled privacy and exclusivity. I always read articles like this as very sad. What are we telling are children when we say,”It’s what’s on the inside that counts” then go out and change the outside so we can have a ‘single’ moment of ignorant happiness.