Jo Jo Chou maintains a frantic pace of life, yet there is one commitment the married executive in her 30s holds sacrosanct: monthly visits to the dermatologist for a variety of skin care treatments, part of a diligent effort to rewind the clock of ageing cells and recapture the firm, supple skin of a woman 10 years younger.
That Chou spends just under half of her monthly income on anti-ageing products and treatments is, in her eyes, well justified. It is more important than any other luxury retail purchase she could make because the treatment results are highly visible and the impact is immediate.
'This is a worthwhile investment. After all, it is your face that makes the strongest first impression. My skin used to be dull, saggy and fatigued, but the treatments have worked wonders. That's why I am keeping up the treatments on a monthly basis. A youthful appearance boosts my self-confidence,' she explains.
The quest for eternal youth is nothing new. But in a culture increasingly obsessed with looking younger, the desire to shave off years is common, for men and women - and even women in their 20s are signing up for anti-ageing treatments and products.
'Men and women in recent years have become more concerned about ageing, and are seeking in-depth treatments,' says Dr Grace Lam at Skin Focus Derm + Health Clinic.
'Not only are treatments less expensive, there is now also a wider portfolio of treatments.'
