Negative images also contribute to the view that women are “old” ten or fifteen years sooner than men. . . . The multi-billion dollar cosmetics industry helps perpetuate the myth that age reduces the “sexual value” of women but increases it for men. Men’s sexual value is defined more in terms of personality, intelligence, and earning power than by physical appearance. For women, however, sexual attractiveness is based on youthful appearance. By idealizing this “youthful” image of women and playing up the fear of growing older, sponsors sell thousands of products that claim to prevent the “ravages” of aging.