The desire to preserve one’s youth or to achieve one’s ideal of physical perfection is now in full swing more than ever. Although plastic surgery is more common in Asia, I can see our fair share in my own backyard. After all, this is Los Angeles. With the recent viral Kylie Jenner lip challenge, it makes me think how much more obsessed society is becoming to look like the celebrities they admire (even though many of them are anything but admirable).
Recently, we showed you Japan and Korea’s beauty trends to achieve a younger look. However, makeup and beauty products are simply not enough. It seems that Japan is quite adamant about maintaining a youthful appearance because now, you can find anti-aging properties in their beer.
Japanese brewery, Suntory, produced a new beer called “Precious.” It contains collagen, a protein that is believed to contain anti-aging properties. This protein is what gives skin elasticity and it decreases as we get older; this is why we get wrinkles and our skin isn’t as… perky (yikes). Japanese women believe that using and ingesting collagen products will make their wrinkles magically disappear. Quite a smart move there, Suntory brewery.
There has yet to be studies that prove this beer’s anti-aging claims are true, but it’s certainly a smart marketing gimmick to attract women. I’m not sure if I buy into Suntory’s claims, but since it’s beer, it wouldn’t hurt to give it a try.
Feature image courtesy of YouBeauty.com.