With the aging demographic profile of Western markets, anti-aging skin care promises to continue to be a growth segment—as are consumers’ expectations of product benefits. Many consumers find their skin care needs in this regard are unmet, even with the overwhelming choice of products on the market and the advanced technologies available.
Skin care consultant Katerina Steventon, MSc, PhD, a regular contributor to GCI sister publication Cosmetics & Toiletries, works with British women (and men) on a daily basis to discuss their skin concerns as well as their perceptions and skin care preferences, and will share her findings on consumers' conscious, unconscious and normally unarticulated skin care needs, values and behaviors at the Anti-Ageing Skin Care Conference 2012, June 12–13.
In her presentation, "Nurture and Nature," Steventon will explore how modern demands on consumers' lives and time impact their daily skin care regimen. She will also explore how economic issues—as well as issues of self-esteem and attitudes toward appearance, well-being and surgery, in line with the British aging narrative—impact the choices consumers make in terms of their skin care. Special focus will be paid to the following topics:
- Prevention vs. Repair: The preventive role of good skin care habits that presents a challenge in the visual, quick-fix British culture seeking instant results.
- The Journey, Not the Destination: The need to encourage consumers to perceive skin care as an enjoyable journey to youthful appearance and skin health, and the benefits of focusing on the quality of the experience as well as end results. In products, in addition to efficacy, this translates to formulations that have a pleasant feel with scents that evoke positive emotions.
- Realism, Comfort and Convenience: The need for realistic, no-hype, peer group-driven advertising with the British penchant for relaxed, comfortable and convenient product concepts. This includes the imperative of independent choice, the benefit of a slow-paced Internet retail experience and personalized skin care advice.
Consumers’ attitudes to skin care product launches and different scientific communication strategies will be illustrated throughout the presentation. And with consideration to recent collaborative efforts of regulatory agencies and research advances in skin biology and metabolism, recommendations on marketing skin care products that are both clinically and commercially successful will be provided.
More information about Dr. Steventon and her work is available at www.katerinasteventon.co.uk, and additional related topics are explored in her LinkedIn Group: Innovative Ideas & Insights in Facial Skincare.
The 2012 Anti-Ageing Skin Care Conference will be held on June 12 and 13 at the Royal College of Physicians in London.