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The Age of Antiaging—A 360-degree View

By: Alisa Marie Beyer
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

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Beauty cultural divides are a thing of the past. Women of every nationality are embracing an antiaging lifestyle—some more so than others. Asian and Hispanic women are engaged in an antiaging lifestyle with more ferocity than Caucasians or African-Americans. These women use more antiaging products more often, exhibit higher levels of beauty brand loyalty, use SPF products with more consistency and are more concerned with having products that protect against future aging. Asian and Hispanic women are also the largest new antiaging product buyers by volume, with 18% of Hispanic women and 13% of Asian women buying four or more antiaging products in the past year.

Looking to capture a piece of the natural/organic pie? Asian women are deeply entrenched with buying organic (56%) and natural (56%) beauty products, and are the top users of nutriceutical products (29%). In addition, Asians and Hispanics use cosmeceutical products more often than Caucasians or African-Americans, at 41% and 29% respectively. They also shop online more for skin care products than other groups. Brands that make an effort to speak to the specific antiaging needs of these women who are deeply engaged with antiaging will benefit greatly, considering the U.S. Census Bureau predicts Hispanics will grow to 15.5% of the U.S. population, and Asians will surpass its current 5% number by 2010.

Tricked-out Treatments

When it comes to looking young and feeling beautiful, extreme beauty is fast becoming a part of her beauty Rx. Women want cosmeceuticals and nutriceuticals, but they need to know more. With the exception of Asians, the beauty consumer isn’t fully engaged in using cosmeceuticals and nutriceuticals quite yet, even though there are a plethora of new products in these categories on the market. Why is she reticent? Nearly half of all women don’t use them because they haven’t seen them on the market, while high percentages are not buying because they simply don’t feel they have enough information to justify the purchase.

But they do have a great interest in doing so—62% of women would be interested in a foundation product with antiaging benefits, 59% are looking for a cosmeceutical lipstick or gloss, nearly half would like a concealer that promotes a youthful glow and 45% want an eye shadow or face powder product that has antiaging benefits. One quarter to nearly half of all women are open to in-office antiaging procedures and surgeries, such as injectables, dermal fillers, chemical peels, face lifts and liposuction. At-home antiaging gadgets, of the type previously found only in the confines of a physician’s office, also intrigue them, but 54% of women don’t know about these gadget. As the old-fashioned notion that getting Botox or a face-lift is a stigma continues to fade, extreme beauty measures will also continue to become more commonplace and accepted. But to truly capture their interest, they need education, and to know more about all the options available to them.

Downloads and Dialogues

Whatever else you do, keep the dialogues going. For antiaging consumers, communication is key and they want more. Today’s women are responsible (64%), confident (45%) and adventurous (36%). They’re willing to try antiaging procedures, and they actively explore new antiaging products on a regular basis. Further, they works hard to age gracefully by using products with SPF, drinking enough water (65%) and maintaining a healthy weight (55%). And they think they’re doing a pretty good job.