In a cemetery in the county of Hertfordshire in the south of England stands a tombstone that has not been spared by the ravages of time.
This is the grave of Dr. William Meade, a local pharmacist, on which is engraved: "Departed our world on October 28, 1652, aged 148 years, nine months, three weeks and four days."
For generations, the interest occupied the residents of the area. Who is the doctor who found The secret to an extremely long life? And how did he reach such an extreme age in the 16th century, when people lived to the age of 30 or 40? Legend has it that Dr. Meid concocted a "potion for long life" and sold it in the town.
When he died, his wife insisted on saving the brand so that sales wouldn't suffer, and faked his age on the tombstone.
370 years later and it seems that all the ways to hide the real age are legitimate;
Surgeries, injections, fillings, inflations, adhesions, stretching, pumping and freezing.
Some will blame Instagram culture, but it was television that introduced the phenomenon to the mainstream.
Talking about aesthetic treatments is common on the ground.
The shame has disappeared, and the feeling is that everyone is updating their faces.
In Israel they broadcast in HD, sometimes in 4K.
The world is advancing to 8K resolution.
This means, technology has forced aesthetic treatments on television stars.
It's not just trash characters like Avivit Bar Zohar or Jacky Azoulay.
"It's likely that if I wasn't on TV I wouldn't do anything," once explained Rina Mishleh what she did.
"I was shocked when I found out that they all do it," Bar Refaeli admitted in the series about her family, when she injected acid into her lips and compared the procedure to applying face cream in the morning.
Everyone understands that television is aimed at a young audience and prefers talents that do not age.
Sandra Sade, presenter of injections, explained: "I was afraid that I would only have roles of old women. I'm still afraid";
And when Erez Tal came to launch an institute for aesthetic medicine, he said: "The industry is cruel, so there is no choice."
Lifestyle and beauty programs regularly host doctors who describe treatments for children of all ages, report demand and advise to show up at their clinic.
Such advertising content floods the broadcast schedule - paid items that bring a lot of money into the programs, so the economic interest of the channels is to normalize the phenomenon.
So the television recommends and encourages.
The critics of the phenomenon do not get screen time (perhaps because they are not paid), and anyone who says that something bad happened to Margalit Tzanani will be accused of shaming.
But the effects are dramatic, because the model of beauty as seen from the screen changes and distorts.
Puffy lips and smooth, expressionless faces are the norm.
Excessive is the ideal.
Age differences will blur, and class differences will play a role in external aging.
Because to stay young you need money.
The message to the young viewers is unequivocal - buy yourself to feel good.
This is an approach that gives hope, but it contains the message that the exterior is the essence of everything, and that those with wrinkles and blemishes do not belong on television.
We will all wrinkle eventually, so let us grow old in peace.
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