In the world of public relations, where appearances can make or break a career, Hilary Reiter Azzaretti has carved out a unique niche for herself in the heart of Utah. As the owner of a thriving PR agency, Azzaretti has become an expert in the art of self-presentation, spending over $12,000 annually to maintain her youthful and fresh appearance. But what drives this obsession with beauty, and how does it differ from the bustling city of New York, where she once called home?
The Mountain Lifestyle and the Pressure to Look Young
Azzaretti's journey to becoming a beauty enthusiast began when she first moved to Park City from the Big Apple. The mountain lifestyle, with its slower pace and sense of community, immediately captivated her. However, it was the pressure to maintain a youthful appearance that stood out the most. Utah, with its conservative culture and emphasis on longevity and wellness, seemed to be a beauty-centric haven. The superficiality and consciousness of one's appearance were more pronounced here than in the fast-paced, diverse city of New York.
The PR Industry's Unspoken Emphasis on Youthfulness
As a PR professional, Azzaretti is acutely aware of the industry's unspoken emphasis on youthfulness and appearance. When she started her agency at 34, she became the face of her brand, and the pressure to maintain a certain image intensified. The fear of being perceived as less on top of trends, especially in the age of social media, drove her to invest more in her appearance. The influence of influencers and the constant exposure to beautiful people in Utah only added to this pressure.
The Cost of Beauty: Wardrobe, Botox, and More
Azzaretti's commitment to her appearance is evident in her quarterly wardrobe updates, which cost over $5,000 annually. She shops at trendy brands like Nordstrom and Bloomingdale's, and even niche brands like Krimson Klover, where a base layer top can cost a few hundred dollars. Her beauty routine includes regular manicures and pedicures, with dip powder nails lasting about three weeks. She also gets Botox every three months, spending close to $2,000 annually, and indulges in antiaging treatments like hydrofacials and eye treatments, costing a couple of hundred dollars each.
The Impact of Location and Climate
The dry air and high-altitude sun in Utah take a toll on the skin, accentuating fine lines and causing skin cancer. Azzaretti's antiaging treatments and annual dermatologist visits are a testament to her commitment to maintaining a healthy glow and youthful appearance. The climate and location play a significant role in her beauty routine, as she would likely care less about her appearance if she still lived in the humid city of New York.
The Psychological Factors Behind the Obsession
Azzaretti's obsession with beauty is not just about looking young; it's about feeling young. Her ability to relate to people of all ages, from her 20s to her 60s, allows her to maintain a youthful demeanor. The psychological factors behind her beauty routine are complex, involving a desire to hide her age, maintain her ego, and project a certain image to her clients and peers. The constant exposure to beautiful people and the influence of influencers in Utah only reinforce this obsession.
The Future of Beauty: Red Light Therapy and Beyond
As Azzaretti continues to explore new beauty treatments, her next stop is red light therapy, which promises restorative benefits for recovery after workouts and antiaging benefits for the skin. While plastic surgery is tempting, she is hesitant to take the plunge, especially if she lives in Utah forever. Her journey is a testament to the complex interplay between location, culture, psychology, and the desire to maintain a certain image in the world of public relations.
In conclusion, Azzaretti's story is a fascinating exploration of the pressure to maintain a youthful appearance in a beauty-centric culture. Her commitment to her appearance is a reflection of the industry's emphasis on youthfulness and the psychological factors that drive her to invest in her beauty routine. As she continues to navigate the world of PR and beauty, her story serves as a reminder of the complex interplay between location, culture, and the desire to look and feel young.
