The price of wrinkle cream is starting to rival the plane fare to Florida, but aging baby boomers aren't batting an eyelash.
Pharmaceutical and cosmetics companies are spending millions on an increasingly scientific approach to finding wrinkle remedies. And increasingly health and youth-conscious consumers seem to be saying "whatever it takes" - even if the effects are often only temporary.
The anti-aging product market shot up 13 percent in 2003, more than double the previous two years' 4 percent to 5 percent growth rate, according to retail tracking firm NPD Group.
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