In his nine years of practice, Armani says there has been a growing desire among corporate men—often working in finance—to look younger. But as a career investment, a youthful hairline doesn't come cheap. Armani says a typical transplant procedure costs from $15,000 to $35,000. While his patients are often wealthy, many younger men are financing the cost. Recently, a marine coming off active duty took out a $25,000 loan for his surgery, Armani says, because he "wants to look good" as he heads into law school. "When we look at people, we are naturally attracted to people who are more attractive," Armani says. There's research to back up that claim. Gordon Patzer, author of Looks: Why They Matter More Than You Ever Imagined and a longtime researcher on the impact of physical attractiveness, can run through a laundry list of study results that point to the advantages of being good looking. Cuter newborns in a nursery are touched, held, and talked to more than less attractive babies. Elementary school teachers unknowingly tend to hold higher expectations for better-looking children. Parents may be less protective of less-attractive children.