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Marketing Matters: Changes Bring Opportunities

By: Liz Grubow
Posted: January 9, 2009, from the January 2009 issue of GCI Magazine.

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Its full line of antiaging products specifically addresses acne and rosacea and notes that heavy metals can lead to such skin conditions. MD Skincare’s antiaging acne products deliver a variety of ingredients to limit or prevent breakouts while addressing collagen breakdown. In addition, the line uses chelators, an organic complex, to sequester heavy metals to prevent damage and collagen breakdown.

Similarly, Shiseidso’s Benefiance NutriPerfect Day and Night Creams were created specifically for women ages 50 and older who are facing menopause-related hormonal changes and who are concerned about the thinning of their skin. In addition, an antiaging cream for hormonal skin, Ren’s Sirtuin Phytohormone Replenishing Cream is formulated to prevent and treat the signs of aging due to hormonal changes in both pre- and post-menopausal women. It contains the latest bioactive technology, sirtuins. Culled from rice, sirtuins have the ability to activate the protein of cell longevity. Cells live longer and work more efficiently, which enhances the performance of other antiaging bioactives present. Olay Total Effects Mature Skin Therapy also assists menopausal/mature skin and creates visibly younger skin by providing the antiaging power of vitamins, antioxidants, soy and ginger. It is oil-free and noncomedogenic. One product that does include the word, menopause, in its title, B. Kamins Baby-Boomer Menopause Skin Cream, aids in cosmetically minimizing the symptoms that skin experiences before, during and after menopause. It acts as a reservoir to provide essential nutrients and moisture, compensating for excess water loss. The formula contains a combination of bio-maple compound, episphere-blue and profusion ceramide technologies, which cosmetically combat some skin changes. The result is a delicate formula that provides a soothing, cooling effect while helping to reduce the appearance of premature lines.

Women navigating product offerings in-store and online to combat rosacea will rarely encounter the term rosacea in the brand name or on the front of the packaging. Many brands use “redness” as the descriptor. One such product is Murad Redness Therapy. It claims to provide skin with agents that will help to calm and soothe current rosacea redness while helping to minimize future occurrences. It contains goji berries and 500 times the vitamin C of oranges to provide super protection and help heal inflamed skin by reducing free-radical damage.

Clinique’s Redness Solutions line addresses rosacea and is fragrance-free, oil-free and allergy-tested. DermaDoctor, on the other hand, includes the word rosacea on the front of its jar of Calm Cool and Corrected, which is said to aggressively, yet gently, and effectively target matters that plague rosacea-riddled skin such as blemishes, oiliness, redness, dryness or sensitivity, as it helps diminish the visible signs of aging. This radical, calming treatment rescues and renews even the most irritated skin.

Tapping into the skin care needs of menopausal women is vitally important, especially given that in 2009, the proportion of the global population aged 50 and older will exceed 30%. The unprecedented challenge and unique opportunity facing skin care manufacturers is how to reach out to and maximize the potential of the consumer aged 50 and above.