Everyday we're bombarded with hundreds of products that promise youth and beauty. And in today's world of perfection many people will stop at nothing to attain those qualities.
"I have a twenty-five-year-old daughter who's stunning and so everyday I see her I think that's what I want to look like," said Sara Daugherty, a frequent customer at Spa Indulgence in Little Rock.
Turning back the hands of time, modern technology seems to be getting closer and closer to making that possible, at least when it comes to beauty.
"This droopy part by my skin drives me crazy so I was willing to do whatever it took to get rid of those lines," said Daugherty.
And Sara has a laundry list of procedures and treatments she's undergone to achieve that.
"Eye creams that have snake venom, microdermabrasions are awesome, the chemical peels, the laser procedures. I had a brow lift at one time," said Daugherty.
The need for older women to feel and look young again has resulted in nearly 2 billion dollars in revenue for medical spas, spas that also perform non-invasive procedures. Aging Baby Boomers are fueling their rapid growth.
"This industry is booming because look in the magazines everything is photo shopped that's what we strive for is perfection," said Molly Verbrugge, owner of Indulgence Spa.
And although this may sound extreme, it's just the tip of the iceberg. Believe it or not, many women who go to med spas are playing it safe.
"People want instant results without pain," said Vergrugge. "I'm scared of needles and I'm scared of knives. But I want to look like the girls in the magazines," she said.
But there is also a profit to be made from brave women who don't mind being pricked by a needle. Judy Brickell is visited cosmetic surgeon Dr. Suzanne Yee for a filler, a procedure that can cost an average of $800 per session.
"You always want to try to look young and perky," said Brickell.
And so doctors are more than happy to grant their patients their wishes. But Dr. Yee admits some may go to far.
"Patients that come in and they've had a lot of cosmetic procedures before and they want more cosmetic procedures," said Dr. Yee. "I feel like it may be too much and I'll advise them not to,' she said.
But Dr. Yee says she wouldn't have left her former profession as a reconstructive surgeon on trauma victims if her current work didn't have an impact.
"Huge difference, I love it," said Brickell.
For many ageing women it's a matter of keeping up in a world where the expectation is perfection.
"We want to keep those men at home and I been married 31 years and I don't want him to go anywhere," said Daugherty.
It's an insecurity or innocent desire that seems to go unquenched, leading experts to believe the industry will continue to grow as it reaches younger and younger people.
"I think we're probably going to have less invasive procedures and younger patients coming in a try to maintain," said Dr. Yee.
And as long as the technology is around and grows more advanced the industry will continue to help their clients find the fountain of youth.
"I just kind of want to look younger," said Daugherty.
Experts say the next boom in this industry is coming from people ages 18-25.