It appears that the post-World War II generation are shunning cosmetic surgery in favour of growing old naturally and gracefully, realizing that life should be lived to the full. Dieting is no longer in, and neither are bulging muscles and bodies honed to perfection.

After decades of faddy diets, ‘miracle’ pills, gruelling work-outs and extreme makeovers, the baby boomers are realising that it’s all a bit of a no-win game and that life should really be lived to the full instead. Their attitude seems to against the current trend of staying ever-youthful appearances. Instead, the attitude is pro-aging with a realization that wrinkles aren’t the end of the world.

That’s not to say that they don’t want to look good the generation that gave brought aerobics into the mainstream, 80 hour working weeks, and facelifts have turned to a less aggressive side with activities that stimulate both mind and body, and gently tone and develop the muscles, mind and spirit together.

Dove are ahead of the game with their advertising campaign for ‘real beauty’, promoting the natural variance of human beings and celebrating different forms of beauty to the A-list look. Slowly, people are realising that the Hollywood body is not necessarily the only beautiful look in the world, and by eating balanced diets and doing moderate exercise, they can look equally beautiful in their own way.

This turn to the passive side is not necessarily a bad thing for the cosmetic surgery industry instead of invasive procedures such as face lifts and breast implants, baby boomers are turning to less invasive cosmetic surgery techniques such as chemical peels and fillers, although clients are adamant that any procedures are not overdone to ensure they remain looking fairly natural.

Perhaps they have the right attitude. In an age where many people feel they can only be accepted if they have cosmetic surgery and don’t feel comfortable in their own bodies, the more holistic approach may in fact do more good. After all, if you aren’t a healthy person, there is only so much than drugs and surgery can do.