No matter what age we are, we all want to feel good on the inside. For many women the path to that internal happiness is looking good on the outside, and many women in the baby boomer era aren't afraid to use whatever beauty tools that come along to age more gracefully.

"We do things for ourselves that my mother would've never done because she said, 'oh I'm just getting old this is just how it is.' We do not accept that," says Kathy Roth, owner of Trend Setters Salon in Schofield.

Roth is a baby boomer. She sees a lot of boomer clients that ask for anything from hair color, to leg waxing, to pedicures or eyelash extension.

"People are asking for all these services. We didn't just pull all of these out of a hat. They want this, they want that," says Roth.

Roth herself has tried one of the latest beauty enhancers, permanent makeup. Her eyeliner and eye brow color are tattooed directly on her skin.

"I just wanted it to be there and I want it to be there when I wake up," Roth says.

But Roth says the most popular service for the boomer generation is hair coloring.

"Definitely hair color because that age group is definitely gray or turning gray and wanting to do something about it."

For women younger than Roth's generation, beauty treatments are just as important.

"I get my hair cut and I get my highlights and I come in every two weeks and get my acrylics," says Becky Oselka, a salon customer from Wausau.

But those treatments aren't just for looks; they give Oselka something she values even more.

"It's me time. I'm a busy at-home mom and that is my 'me time' and I love it."

That "me time" isn't lost on the baby boomers, but Roth says even without the pleasure of salon time. Her generation has a greater motivator. "We just want to look better longer, plain and simple," says Roth.

It's not just women who want to look better longer; men are upping their beauty regiment to stay young. In part II we take a look how men are keeping up with the race for youth.