It seems that these days beauty and youth are the most sought after commodities.
Women of sixty are turning back the clock with surgery, long and complicated diets and exercise regimes.
Men are now having plastic surgery and using cosmetics to look ten or twenty years younger.
Implants, fake tans and killer fitness routines are popular, too.
The Fountain of Youth is the Holy Grail of our times and people are willing to pay fortunes in money to find the next product, treatment or pill to turn back the clock.
There is one way to stay young forever and who better than Sophia Loren to tell the world.
Sophia has been a natural beauty all her life but physical beauty has never been a thing she has worshipped.
Sophia, who believes in eating well, living well and aging gracefully, has found the real Fountain of Youth.
Sophia Loren said "There is a Fountain of Youth: it is in your mind, your talents, the creativity you bring to your life and the lives of people you love.
When you learn to tap this source, you will truly have defeated age.
" Sophia practises what she preaches, filling her life with family, friends and a simple lifestyle.
Sophia exercises daily, walks for about an hour and relies on her Mediterranean diet to keep her healthy.
She goes to bed early and rises early.
She still appears in movies.
  Not everyone can look as good as Sophia can but we can all learn from her advice.
Eat well, but not excessively, love your family, explore your creativity and exercise every day.
Keep an active mind and body and you will add years to your life and life to your years.