FIFTY might be the new 40 and 30 the new 20, but for many women, their 30th birthday is one of the scariest.
In fact, a new study has found that many women see a window between age 20 and 30 when they believe they are in their prime.
More than 2000 women were polled in the survey, which revealed that after spending their teens trying to look older than they really were, women finally were happy with their appearance in their early 20s.
But at 29 - the same age as Miranda Kerr and Pippa Middleton - that all changed and they became more concerned about trying to look young again.
A third of women surveyed said they worried their bottom would "head south" while 29% wanted to avoid a wrinkly cleavage.
Other aging concerns included facial hair, middle-aged spread and thread veins along with double chins, age spots, wrinkly hands and thinning lips.
But try telling that to Coast friends Laura Vaisnys and Heidi Davis who have hit 30 with gusto.
"During my teenage years, I was like everybody else - packing on the make-up to try to seem older, more beautiful," Laura said.
"I turned 30 earlier this week and I had one moment the day before my birthday where I worried about all that, but I think for me there was more pressure in the early 20s to look great.
"Now that I am in my 30s I feel better and look better than 10 years ago as I have embraced getting older.
"I'm happy with my flaws.
"Sure, I have used anti-aging cream since I was a teenager, but I don't use that as much now as I did then."
Laura and Heidi celebrated their birthdays within a week of each other and Laura said they felt aging wasn't about appearances.
"We both feel now that as we are getting older, we should concentrate more on eating healthy and leading a healthier lifestyle," Laura said.
"I exercise more now than I did in my 20s and I have never felt better.
"I have embraced turning 30 and feel more comfortable in my own skin now than 10 years ago.
"I spent so much money when I was younger on making myself look beautiful, but now I love the natural look.
"I will embrace getting older but that's not to say I won't make minor adjustments to help keep a glow."
> WHAT YOU THINK
I'm turning 25 next year and I worry about getting older. I worry that I won't find someone I want to have children with before I'm 30, when my fertility will decline. I think it is a concern for women in their 20s now because these days we're doing things in life a lot later like studying, starting and establishing careers, settling down, buying a house, getting married and starting a family! - Sam Anderson
I turn 30 in July next year and no I haven't changed I don't think about that at all I must be behind the times crikey maybe I should. - Pauline Lenuzza
I think a lot of women look their best after 30ish - Barb Maloney-Reid
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