Baby boomers plan to spend over $4 billion to look good.

For 68% of Baby Boomers, staying attractive to the opposite sex is quite important. Despite the fact that the operative phrase among this demographic is "aging naturally," their behaviors tell differently according to a study of more than 30,000 U.S. adults over the age of 42 in the U.S. from Focalyst, a market research and consulting firm focused exclusively on Baby Boomers.

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In the report, "The Realities About Aging Naturally," Focalyst found that some 33 million Baby Boomers say they are going to give nature a helping hand by purchasing more than $4 billion worth of anti-aging products in the next 12 months.

"We are seeing a true dichotomy between attitudes and behaviors around appearance and aging," says Heather Stern, director of marketing at Focalyst. "This is particularly true among Boomers, who may perceive methods of fighting aging through any means that is not surgical or invasive as still being 'natural.'" Another finding from the report is that, despite the rise in cosmetic procedures such as Botox injections, only 2% admit to plans for such procedures. More info: www.focalyst.com