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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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Sixty-four percent of women think they look five to ten years younger than they actually are. And even if they’re willing to have a few gray hairs showing (64%) and to have faint lines and wrinkles on their face (71%), the bottom line is, they will never abandon their antiaging quest as a whole. After all, antiaging products were their first line of defense (48%) when they noticed the signs of aging on their faces or bodies. But, while they are willing to try antiaging products or procedures, they have trouble understanding what differentiates one brand’s antiaging day cream, eye cream, face wash, sun protection, serum or body cream from the next. The fact that most women felt the difference in branded products was negligible or not apparent to them speaks volumes about the need for brands to better communicate their vantage points to women.
As you continue to look down the road to future innovations and discoveries in antiaging, you first and foremost need to remember that without understanding what the beauty consumer wants (and understands) about antiaging, even the best idea or ingredient can languish in the realm of good ideas gone bad. Innovate and introduce products that women can see themselves reflected in, educate and engage them with creative online (and in-store) campaigns, and you will capture their loyalty through every decade.
Alisa Marie Beyer is the founder and creative director of The Benchmarking Company (TBC), a global beauty consulting firm offering business, strategy, consumer intelligence and branding. As publishers of the “must-read” Pink Report and WomenTrends, TBC keeps its fingers on the pulse of the industry and offers unparalleled consumer insights and intelligence. E-mail: firstname.lastname@example.org; www.benchmarkingco.com