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When Summer Fades, Skin Concerns Remain
By: Abby Penning
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.
page 3 of 6“Exfoliation is also key,” Lavian comments, saying sloughing off dead skin cells helps stimulate regeneration and helps decrease unwanted skin pigmentation. He also points out the need for replacing moisture for skin when working to protect it from the sun “We have a facial mist product that I like to refer to as ‘Gatorade for your face,’ ” he says. “It helps bind the moisture and minerals to skin, so even as you sit in the sun and sweat, it helps you replace lost nutrients.”
Meeting the Market
With the range of people who can be marketed to with post-sun skin care products, however, it can pose a problem when trying to laser in the focus of a brand. “We make and market all our products to all women and all ages, but for sun care, we are really focusing in on women who are 40+, whose skin is starting to change and they’re beginning to see the effects of years of sun damage—wrinkles, dark spots and so on,” says Pastorkovich. He notes the entire line recently repackaged its products to include suggested age ranges on the back of its boxes. “We want to make it easier for consumers to find products that are targeting common problems associated with various age groups,” he says.
Howard Epstein, PhD, director of technology and business development, cosmetic actives and bio actives, EMD Chemicals, comments, “Technologies with minimal toxicological concerns are ideal for children and adults with concerns about sensitive skin, while older individuals will seek products that help maintain a youthful appearance in terms of fine lines and wrinkles. Individuals with darker skin will seek products that help to lighten skin and promote a more even skin tone.”
Of course, as with the vast majority of the skin care market, an aging generation is one most brand owners tend to see continually seeking solutions. “The baby boomer generation appears to be driving this market,” Epstein says. “The 50+ generation is showing signs of sun-induced aging, which is cumulative over the years. They have the disposable income and can experiment with new products designed to help skin remain youthful-looking.”
The use of products by baby boomers is also having a trickle-down effect. “The treatment category has become a lot younger,” Lavian notes, saying younger women are picking up habits from their mothers, who are addressing their own sun-damage. “We’ve noticed a lot of daughters following in moms’ footsteps, becoming more conscientious and delving into skin care at a much earlier age.”
Talking to Consumers