This as-told-to essay is based on a conversation with Hilary Reiter Azzaretti, a 50-year-old PR agency owner in Utah. The following has been edited for length and clarity.
When I was 16, I landed my first internship at a music PR agency in New York City. I continued doing PR at major record labels during college and after I graduated.
My life and career took a twist in 2002, when I had the opportunity to do PR for the Sundance Film Festival. I was planning to move back to NYC after the three-month stint in Park City, but I found tourism PR roles and decided to move permanently.
I didn’t know much about Utah before that first visit, but I fell in love with the mountain lifestyle, sense of community, and outdoor activities.
In 2010, I launched my own PR and marketing agency. Having worked and lived in Utah for nearly 25 years now, I do my best to keep up with the beauty standards.
Here’s why I feel that pressure and how much I spend a month.
There are a lot of differences between working and living in NYC and Utah
Utah has a slower pace, less diversity, and a more conservative culture, but one of the biggest challenges is the pressure to maintain a youthful, fresh appearance. Even though NYC is very focused on appearance, it’s not as bad as Utah.
Here, people tend to be far more superficial and conscious of their appearance. Utah immediately gave me the impression that it was very beauty-centric and that a lot of people here cared about longevity, wellness, and appearance.
Many people in Utah have hair and eyelash extensions, Botox, plastic surgery, laser treatments, and a long list of other things to enhance their appearance.
I had never done Botox or regular facials before living here. I wore makeup and got manicures, but not as often. Within the first few years, I found myself investing more in how I looked from head to toe.
The PR industry already has high appearance standards
In public relations, there’s an unspoken emphasis on youthfulness and appearance. When I started my agency at 34, I was in front of more people than ever. I’m the face of the brand I created. It started to weigh on me even more.
Half the pressure is self-induced. Outsiders might perceive younger PR people as more on top of trends, especially with social media. That’s not always true, since PR is a relationship-driven business, but because it feels that way, trying to hide your age soothes your ego.
The other half comes from what you see on the job. There are a lot of influencers in Utah, so I’m inundated with images of beautiful people every day. It feels inevitable that you’ll place greater emphasis on your appearance based on what you’re seeing.
I’ve become acutely aware that many of my clients are younger than I am. I’ve heard some say, ‘I can’t believe you’re 50!’
I update my wardrobe on a quarterly basis and spend over $5,000 a year on clothing
I work with people across a range of industries, and I’m compelled to dress the part so that they respect me and consider me a peer.
I wear the latest trendy brands and shop at places like Nordstrom, Bloomingdale’s, and more niche but popular brands, like Krimson Klover, where a base layer top can cost a few hundred dollars.
Because I’m public-facing and create a lot of content, I don’t want to be seen wearing the same outfit twice, so variety’s important to me.
I get Botox every three months and spend close to $2,000 a year on it
I resisted getting Botox for years because I have a medical phobia, but when I was 40, I noticed forehead lines that horrified me. I figured I’d try it once, knowing how many friends were doing it, and see the outcome.
After the first time, it became part of my beauty routine because I liked the results, and the injections weren’t as painful as I anticipated.
I typically do it every three months to keep up and avoid any new wrinkles. I got Botox in Thailand once because it was a quarter of the price. Every time I travel to a new country, I hunt for Botox deals.
I spend over $1,500 a year on manicures and pedicures
Getting bi-monthly manicures and pedicures is a must for me. People are constantly seeing my nails at in-person events, in meetings, and on social media.
I get dip powder on my nails because it lasts about three weeks, and I pick a color or pattern that’s on trend but not too wild.
I do antiaging treatments a few times a year
The air is very dry here in Utah, and it can wreak havoc on your skin, accentuating fine lines, while the high-altitude sun can cause further damage, like skin cancer. I get antiaging treatments like hydrofacials and eye treatments four times a year.
These treatments are expensive and can cost a couple of hundred dollars each, but it’s important to me that my skin stays in good shape to maintain a healthy glow and a youthful, refreshed appearance.
I also visit the dermatologist every year to treat any pre-cancerous areas.
I think I’d care less about my appearance and aging if I still lived in NYC
I’m not sure if I’d be doing all these beauty treatments if I still lived in NYC. There’s less of a focus there on obsessing about keeping such a youthful appearance, and the more humid climate is gentle on the skin.
A big factor for me is that I don’t feel my age, so I don’t want to look my age. I don’t even think I behave my age because I can relate really well to people in their 20s, just as I can to people in their 60s.
I’m always researching and exploring new beauty treatments. Next on my list is red light therapy because of the restorative benefits for your recovery after working out and antiaging benefits for your skin.
While I haven’t had plastic surgery yet, at times it’s tempting. I just don’t think I could do it, but never say never, especially if I live in Utah forever.
Read the full article here
