Baby boomers who want to stay young forever--and who desires anything less these days?--are giving the pharmaceutical industry something that very few consumer-products makers have: a growing, demand-driven market. American companies will spend more than $20 billion this year to develop pills and potions for everything from wrinkles and baldness to the prevention of strokes and heart attacks. More boomer selfishness? Maybe not. If science insists on getting more mileage out of the engine and prolonging our lives--thus allowing us to work into our 70s--what's wrong with maintaining the chrome and fenders? "We expect medicine to deliver that," says Susan Coleman,...
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