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Cosmetic companies continue to regard skin care as the dominant growth area in cosmetics and toiletries. There is little reason to believe consumer interest in looking younger (or avoiding looking old) has flagged. Youthful skin is perceived as moist (or at least nondry), clean soft and virtually free of wrinkles. As consumers advance in age, concern about dry skin increases, and simply washing with soap and water gives way to us of products designed to treat the symptom, which all end up bearing some version of a moisturizer.
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