Cosmetic surgery, one would think, would be the ultimate deferrable expenditure. Tucking that tummy or smoothing those wrinkles just doesn't have the same urgency as, say, removing that kidney stone or bypassing those clogged arteries. When people are hoarding cash because they're worried about losing their jobs, one might expect to see cosmetic surgery revenues to take a beating with the ugly stick.
 
But the American Society of Plastic Surgeons is shrewdly re-positioning plastic surgery from a vanity-driven "want" into a survival-driven "need" -- especially for Baby Boomer women. Playing on the widespread conviction that hiring and business success is influenced by a person's looks, the ASPS is making the case that many cosmetic plastic surgery procedures "appear to be an important rung on the success ladder."
 
Even more cannily, the ASPS doesn't itself make those claims, which may or may not be verifiable. It cites polls of women between 18 and 64 and lets insurance broker Janice Axelrod, a Baby Boomer who recently had a chemical peel and fat transfers from her abdomen to her face, make the case based on her own personal experience.
 
The ASPS press release quotes statistics like these: Three out of four working women believe, in these challenging economic times, that "appearance and youthful looks play a part in getting hired, getting a promotion or getting new clients." Also, four of five think that cosmetic surgery can "boost a person's confidence."
 
Axelrod, featured in a video profile, has this to say: "Time has given me the professional knowledge. But time can take away the youthful sparkle of my appearance if I let it. When you look good, you feel confident. That gives me a competitive edge and something my clients have come to expect from me."

 

The Boomer Line: In theory, we understand the motivation to maximize appearance for professional gain, as described by Ms. Axelrod. But we're doubtful the ASPS effort will bear much fruit in these economic conditions. Rather, Boomer women will spend wisely, and frugally, on less expensive alternatives found in the health and beauty aisle at Wal-mart.

 

 

To some people, like those who remember the days when Ma Bell said you could have any color telephone you wanted as long as it was black, white or red, a phone is just a phone. But to others it is an indispensable accoutrement to the contemporary lifestyle.
 
Renewing his cell phone contract the other day, one of our colleagues found himself torn: a cheap but serviceable flip-top... or a BlackBerry loaded up with the works? Which got us to thinking, what features are people looking for in mobile phones anyway - and (only we would ask this question) are there appreciable differences between the generations?
 
We consulted our BIGresearch Consumer Intentions and Actions survey database and found, lo and behold, that the Silent Generation made the fewest demands upon their mobile phones. Boomers and Gen Xers wanted more features but didn't go overboard, while Millennials pretty much regard their phones as the Swiss Army knives of electronic gear: The more stuff they can do the better.
 
In the table above, we display the features that show the greatest variance by generation. Not only are Millennials far more likely to crave features such as text messaging and Internet access, they insist upon games, calendars, calculators, Internet access and other features that their elders are satisfied to confine to a PC. And, oh, color matters a lot. Old Ma Bell never would have cut it with this new generation.

 

In "Boomers Online: Attitude Is Everything," online market research firm eMarketer makes two valuable points: (1) "Younger" Boomers (born between 1955 and 1964) are more active online than "older Boomers, and (2) Boomers generally view the Internet as a tool or resource for accomplishing things, not a lifestyle or source of entertainment like their children treat it. The firm offers the following four tips for connecting with Boomers online:

Tactics 

• Single-image ad designs beat those featuring a collage style by a nearly two-to-one margin.
• Vibrant pictures with brighter colors and more expressive models beat those with subdued palettes and contemplative models.
• Lifestyle images are preferred to product shots.
• Candid photos edge out posed photos.

Tactics 

 

How does a heart and lung hospital establish a rapport with its core Baby Boomer market? Deborah Heart and Lung Center in Browns Mills, N.J., is hiring celebrity chef Jim Coleman, star of AmericanLife TV Network's "Healthy Flavors" cooking show, as a spokesman.
 
The chef makes a good fit with the hospital, which promotes heart healthy lifestyles. Coleman's niche in the celebrity chef marketplace is preparing nutritious meals that don't sacrifice flavor. Having lost 45 pounds himself, he is something of an expert on healthy eating. In most episodes of his show, he is accompanied by registered dieticians, cardiologists or other healthcare professionals. Says Coleman: "I live by the mantra that healthy eating doesn't have to mean sacrificing taste and flavor."
 
As part of the Deborah initiative, Coleman appeared at a local mall on Valentine's Day for a book-signing of his new mini-cookbook, "Recipes for a Healthy Lifestyle."

The chef plays well with the Baby Boomer audience, says Tom Campbell, director of marketing and public relations for the hospital. "He can get out information about us, as well as healthy eating. He can help market us in a totally unique way."