Fountain of youth

OLAY

About 80% of the cosmetics industry is based on selling a version of the fountain of youth.

María Rosalía Rita de Castro, the Galician poet, was born on this day in 1837.  Writing in Galego, the Galician language, whe was one of the leading lights of the highly nostalgic Galician romantic movement.

The theme of the poem below is the need to dream of eternal life because the despair of inevitable age, death and the void are too stark to face.  We know we delude ourselves, but we are happy to do so.

The concept of a fountain of youth is very old.  Herododus, the father of history, wrote about it, and every time mankind has explored a new land we have hoped to find there some secret to eternal youth.  Eternal life is not something you want, without eternal youth.  Someone who made that mistake was poor Tithonus, the better looking brother of king Priam of Troy.  He was so good looking he attracted the attention of Eos, Goddess of dawn.  Eos begged Zeus to make Tithonus immortal and Zeus did so.  But the youth aged and then became and old feeble man.  Eventually Eos shut him away in his room, and there he made scratching sounds until Eos turned him into a cicada.

The cosmetics industry sells 2 basic concepts.  For brevity we can call them “Eternal Youth” and “Up for it”.  The latter is focused on the market for women who want to find partners.  When women are at the most fertile part of their monthly cycle, most likely to get pregnant, the body naturally displays this with visible cues for potential mates.  Lips plump up.  The skin clears up and glows.  Breasts become fuller.  Pupils of eyes expand.   All these cues are replicated by the cosmetics industry to make you look your best for your big night out.

This is not to say there are no cosmetics for men, but lets face it, the big money is in the female market.

So “Up for it” dominates the market for 20 something females.  “Eternal youth” dominates the market for females, and for males, as soon as you spot that first grey hair, that first wrinkle or crows foot, that first laugh line that no longer leaves the face when you cease to smile.  The big money in cosmetics is in “eternal youth”.  And when it comes to selling this proposition there is a whole lot of snake oil out there masquerading as science.  There is an entire industry out there known by the term of cosmeceuticals.  According to de Castro below we know the dreams are just dreams, but we are happy to fool ourselves.

Dicen que no hablan las plantas; de Rosalía de Castro

The plants don’t speak they say, nor springs, nor birds,
not the rumour mongering wave, nor the twinkling stars,
so they say, but it’s not true, for always as I pass
they mutter and call out:
There goes that mad dreamer
believing in a fountain of youth, a land eternal,
but soon, very soon, her hair will grey,
and she will tremble, stiffen, a frigid winter meadow.

-Here are grey hairs on my head, there are frost meadows,
but I continue dreaming, poor deluded sleepwalker,
the eternal spring of my life dries up
perennial rebirth of fields and souls,
ages or burns away.

Stars and springs and flowers, don’t mock my dreams,
not needing them, how can you appreciate what is is to live without them?