15 April 2010Born in a time of social revolution and changing values, the baby boomer generation is still eager to hold on to its youth with the help of cosmetic surgery. Now entering their 50s and 60s, the baby boomer generation still has a strong cultural identity, having been responsible for many of the biggest changes that swept through the Western world in the past few decades.Thanks to the drive and affluence common to baby boomers, the American Academy of Cosmetic Surgeons (AACS) has found that this generation is also causing a 'boom' in plastic surgery, as well as helping cosmetic treatments become more widely accepted and understood. AACS president Mark Berman told Reuters: "The baby boomers are getting older but they still feel young and they want to look that way too. "I think this might come as a surprise to the public when they see just how many baby boomers are trying to slow down the ageing process." Treatments such as face lifts were found to be among the most popular procedures for women in their 50s looking to turn back the clock, along with liposuction and tummy tucks. However, the academy also found that younger women in their 40s tended to opt for more non surgical solutions than older women, favouring Botox and dermal fillers. Despite the rising trend in cosmetic surgery for men, the AACS reports that the number of women undergoing surgery still outnumbers that of male patients, with 15 million women choosing cosmetic surgery in the USA last year, compared to 2.5 million men.