Another day, another story in the media celebrating a youthful-looking 50-plus female celebrity. How on earth does she do it? Well, having heaps of cash to splash on maintenance – whether it’s the latest expensive serum made from the root of an exotic plant from the Amazonian jungle or surgery courtesy of a knife or needle – sure does help. And let’s not forget that many of these stars can afford a personal trainer, yoga instructor, chef, nutritionist, spiritual adviser … the list goes on. In Hong Kong, female consumers aged 35-44 spend an average of about HK$5,000 a year on skincare and cosmetic products, according to market-research giant Nielsen. But celebrities – no matter what age – are anything but average. According to the International Business Times , American actress Jennifer Aniston, 51, spends more than US$200,000 annually on maintenance, and that includes a fitness and diet coach. Kudos to her for sharing her beauty budget – many get sliced, slathered and stretched in silence, claiming their youthful look is all down to good genes and hard work. View this post on Instagram A post shared by Salma Hayek Pinault (@salmahayek) The media’s obsession with youthful-looking celebrities is neither healthy nor empowering – these stories just make the average woman feel hopeless. The lure of the “fresh young face” also makes it difficult for women to age with dignity. How many times have we seen stories or social media comments judging women for showing grey hairs, a natural part of the ageing process. “She’s let herself go,” is a common response. Ageing male celebrities, on the other hand, are described as silver foxes. Thankfully, some celebrities are embracing their silvery strands. Recently, 54-year-old actress Salma Hayek posted an image of herself on Instagram, grey hairs shining, with the message: “The white hair of wisdom”. Don’t get me wrong, I have nothing against women splurging on plastic surgery or beauty products. I’m also aware of the pressures women face in the image-obsessed film and music industries where youth is celebrated and anyone over 40 is considered past their expiry date. What needs to stop is the media putting celebrities on age-defying pedestals, celebrating their youthful faces and bodies instead of their wrinkles and grey hair.