Many people feel that a preoccupation with physical appearance diverts consumers from discovering true happiness, i.e. “you can’t judge a book by its cover.” On the other hand, recent research finds that a heightened interest in appearance can actually improve the mental health of elderly people; putting on make-up can slow the progress of dementia by helping sufferers keep their brains active. Numerous organizations provide wigs to chemotherapy patients who lose their hair to bolster their self-esteem. Is a focus on looks ultimately a positive or a negative force? How can marketers encourage a “healthy” interest in appearance?