"Until you want a Permanent Lift" - The normalisation of cosmetic surgery

The current spate of ads from the lovely folks at L'Oreal for some goop called "Revitalift" has a lovely little phrase at the end of it. "Until you want a permanent lift". It's a classic - buy our polyfilla for the skin until it jus ain't working anymore and then it will be time to stretch your face surgically. It is clear by the use of the word "until" that that is the normal course of action for women (seems there is no solution for my male wrinkles) - and conversely if you don't choose cosmetic surgery you are somehow abnormal....

Wonderful isn't it?