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Communicating Anti-aging Skin Care Benefits to the Consumer: Part II
By: Katerina Steventon, PhD, FaceWorkshops; and Steve Barton, Skin Thinking Ltd.
Posted: January 8, 2013, from the February 2013 issue of Cosmetics & Toiletries.
page 4 of 4
KS: I also recommend promoting skin care as a life-long process. Skin care (see Part I of the series) delivers benefits if viewed as an enjoyable journey to youthful appearance and skin health. It is important to focus on the quality of the experience, not the age-defying end results. Anti-aging skin care should address the onset of specific concerns in the consumer's 40s or earlier. Improving consumer compliance can be achieved with attention to sensory benefits as well as packaging, formulation, texture and fragrance. Seeing ourselves look better helps us to feel better. Skin care has a role in building self-respect, self-esteem and personal stability.
SB: This idea supports my earlier comment that treating all anti-aging products as a single entity does not help the industry or the consumer. Most formulators have a clear view of the complexities of addressing skin through the ages, as well as the different ethnic, genetic and societal factors that influence attitudes of consumers to how they see their skin. What the cosmetic industry knows about aging skin and how to use this knowledge for today’s consumers may be different for future generations. The debate we’ve had here will continue.
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