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Five: We Want to Look Like We're 25
It used to be that our mythical heroes had wisdom, experience and maturity. Think Harrison Ford as Indiana Jones. Now our heroes are baby-faced with six-pack abs. Think Tobey Maguire as Spider-Man.

"The youth movement has been cruel to men," says Luciano. "The Cary Grants have fallen through the cracks. Today's ideal is younger, buffer, more muscular. A lot of men in their 40s and 50s have trouble trying to emulate that." So men, like women, are swimming against the age current. That might explain why from 1997 to 2001, the number of men who had cosmetic surgery increased 256 percent. (Last year more than 800,000 men—and north of six million women—went under the knife.)