What price, beauty?

I've been pondering what it means to appreciate beauty. Not the geographical or altruistic kind, but the personal, appearance-based, social constructs of what makes someone beautiful. So many women hit a certain age (it varies depending on the woman, but seems to be about the age I am now) and decide to alter their appearance in some way - botox, hair color, permanent make-up, plastic surgery, liposuction, and so forth. What makes them do it? If "beauty is truth, truth beauty" as Keats said, what lies are being told in the quest for perfect body parts? Why is it so difficult to see wrinkles and freckles and tummies and the other signs of a life well-lived as beauty?