News Flash: Women Want to Look Younger

Daniel Bosler | Stone | Getty Images

In the "Knock Me Over With a Feather" file, The NPD Group shot me a quick email about new research on the skincare industry.

"NPD Reports Women Deem Anti-Aging Key Motivator When Purchasing Skincare Products" blared the headline.


"Seventy-five percent of women skincare users tell NPD they 'use skincare products to look the best they can for their age'." You don't say. Why else would someone spend big money on lotions? To improve one's cooking? Run faster? Conquer Sudoku?

Guess which age group is most interested in using skincare products which fight aging. Just guess. Ok, I'll tell you. Women over 55. I KNOW! CRAZY!

Here's the real news flash: If 75 percent of us are using these products to look our best, that means 25 percent of us are not. What other reason is there?

Personal care products is a category that continues to grow—First Research claims the U.S. industry includes about 750 companies with combined annual sales of $40 billion. But there's room to grow. NPD says 21 percent of women using skincare products are not buying any products specifically aimed at stopping or reversing the effects of aging. And among those who do buy anti-aging lotions or serums, "almost a quarter of them...are using these products less than once a day." Cosmetics companies are therefore missing a huge opportunity with these women to sell products, or in consultant-speak, "to move consumers to further engage in the category." Yes, they really said that.

But here's a thought. Perhaps some women are not buying anti-aging products, or not using them often, because they realize that time waits for no woman. Why should one slather on a mask when there's only so much you can do without a knife or some Botox to slow the fight against gravity, wrinkles, and blotches? My suggestion, get a big tub of make-up and a kitchen spatula and basically spackle your face out of existence.

Works for me very morning.

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