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Meet the Press: Beauty Editors Speak Out

By: Leslie Benson
Posted: October 7, 2008, from the October 2008 issue of GCI Magazine.

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“She’s looking for products that help her feel good about how she looks,” says Goins, “but also create a sense of well-being while not making her feel as though she has to undergo a dramatic change to be beautiful.”

Knowing typical reader demographics will assist brands in more effectively reaching consumers through beauty magazines, but how do brand owners get the attention of the editors in charge of determining what products and trends get covered in print and online?

Critical Buzz Topics

In the realm of technology, beauty editors Johnson and Chu have noticed the market expansion of new dermatological devices for home use. “A recent debriefing of the 2008 American Academy of Dermatology meeting in San Antonio revealed that at-home dermatological devices such as the LED devices just coming on the market by Perricone MD Cosmeceuticals and Tända will be the next revolution in skin care,” Johnson says. “In-office procedures such as the new wrinkle fillers,said to last about a year; fat-melting procedures that leverage energy; and lunchtime neck lifts, are also certainly newsworthy for conversation.”

Chu urges skin care brands to consider what topical products will complement such procedures and products. “They should be doing whatever possible to make the experience of using them as pleasant as possible—through texture, scent and packaging,” she says. As for packaging, Goins has noticed a shift in the number of brands using more eco-conscious packaging, such as recycled and recyclable paper, metal pumps instead of plastic, and plastic made from corn or soy. Johnson joins Goins in welcoming the change. “Clearly, the greening of the beauty industry is a major trend that is resonating with consumers,” she says.

However, for men, Nygaard believes brands should also consider using more neutral packaging and fragrance-free products, in addition to environmentally friendly materials. Other male reader trends Nygaard has picked up on include consumer demand for male-specific products and skin care that will reverse the signs of aging. “Men are realizing crow’s-feet and laugh lines don’t signify character and distinction,” she says. “Our culture values youth, and I think that has finally impacted the psychology of men, as it has plagued women for so long.” Also similar to female consumers, Nygaard believes males desire products that simplify and combine grooming techniques—for example, a dual moisturizer and antiaging cream that has an SPF. “Niche and luxury products are gaining importance,” she adds. “Men are willing to pay more for a luxurious soap, shave cream or moisturizer.”