Anti-aging Skin Products
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Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
INDEX Sr. No.
Topic
Page No.
1
Introduction
1
2
The Ageing Process
2
3
Anti-ageing Skin Products
4
4
Survey Questionnaire
7
5
Survey Analysis
10
6
Conclusion
18
7
References
19
Index
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
INTRODUCTION The skincare market in India has been growing at 16% annually and is currently valued at Rs 2,100 crore. Within this sector, the anti-ageing market in India is estimated at Rs 200 crore. With growing awareness and lifestyle changes, this figure could grow exponentially in the future. With respect to anti – ageing skin products, when we consider the present awareness levels of women it has increased tremendously. Women today are well informed about the anti-ageing products and their benefits. This is because companies advertise these products on TV, magazines and even promote them at cosmetic counters in malls. They offer pamphlets and other literature on these products at the point of purchase. Sometimes these products are endorsed by celebrities. In spite of these increasing awareness levels, the number of women in India using these products is not as high. The reasons for this are many. This project aims to provide an insight into the perception of women towards anti-ageing skin products. This project covers the process of ageing, the reasons for it and its effect on skin particularly the face. It also throws light on the skin products – both local and foreign brands that women in India have access to. To understand the perception of women better, a survey has been conducted across women of various ages. The salient points this survey attempts to understand: • the usage pattern of women based on their age and occupation • the kind of products women prefer • the perceived difference these products make • expenditure incurred on these products • factors considered when purchasing these products • factors responsible for youthful skin The survey questionnaire has been broken down and an in-depth analysis has been provided for each question. Graphs and tables have been included to facilitate easy understanding.
Introduction
1
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
THE AGEING PROCESS As we get older, we start to notice changes in our body. Things don’t stay as firm and in place as when we were teenagers. Aging changes in the skin are a group of common conditions and developments that occur as people grow older. Skin changes are among the most visible signs of aging. Although skin has many layers, it can be generally divided into three main portions. The outer portion (epidermis) contains skin cells, pigment, and proteins. The middle portion (dermis) contains blood vessels, nerves, hair follicles, and oil glands. The dermis provides nutrients to the epidermis. The layer under the dermis (the subcutaneous layer) contains sweat glands, some hair follicles, blood vessels, and fat. Each layer also contains connective tissue with collagen fibers to give support and elastin fibers to provide flexibility and strength. Collagen is a natural essential protein that is the building block of the skin quite literally. It is a connective tissue that holds our body together. It makes up 75% of the skin and keeps it smooth and tight. It controls elasticity and keeps the skin young and wrinkle-free. With aging, the outer skin layer (epidermis) thins even though the number of cell layers remains unchanged. The number of pigment-containing cells (melanocytes) decreases, but the remaining melanocytes increase in size. Aging skin thus appears thinner, more pale, and translucent. Large pigmented spots or age spots may appear in sun-exposed areas. Changes in the connective tissue reduce the skin's strength and elasticity. This is known as elastosis and is especially pronounced in sun-exposed areas (solar elastosis). Ageing causes the slow production and breakdown of collagen. This is when fine lines and wrinkles start to appear on the face. Sebaceous glands produce less oil as we age. Men experience a minimal decrease, usually after the age of 80. Women gradually produce less oil beginning after menopause. This can make it harder to keep the skin moist, resulting in dryness and itchiness. From the moment we are born our skin begins to respond to two sets of biological processes: • Genetic factors: We have no control over the aging skin “genes” that we inherit. These are the hereditary patterns in our family lineage that predetermine how our face and body respond to the aging process. By observing the older generations of our family members, we can see patterns of aging skin in their faces and bodies. These can include: o Wrinkles on the face. These maybe static or superficial. Static wrinkles are deeper wrinkles that have already formed a groove
The Ageing Process
3
Perception Of Women Towards Anti-ageing Skin Products
o o o o o o o o •
MMS B
2007-09
on the skin. Superficial wrinkles known as dynamic wrinkles are wrinkles that are just setting in and affect just the top layer of the skin. Furrows in the brow or forehead Tiny lines or crinkles around the eyes Deep creases along the sides of the nose to the mouth Drooping eyelids Loose skin along the jaw line A “tired” look The tendency to develop cellulite Male pattern baldness or female pattern baldness
External factors: Many of the external causes of aging skin are determined by the health and lifestyle decisions we make every day. Making unhealthy choices can cause prematurely aging skin, and this makes us look older, faster. Some of these external factors are as given below: o Cigarette smoke: Active and passive smoking both damage and hasten the skin’s aging process. Research has shown that exposure to cigarette smoke significantly increases skin wrinkles and dryness. This is partly due to the behavior of smoking, and also because cigarette smoke depletes your body of Vitamin C, which is a key ingredient for keeping skin plump and moist. o Sun exposure: Unprotected skin that is exposed to the sun becomes more mottled in appearance. Freckles can turn into brown sun spots, the skin takes on a dry, leathery appearance, and wrinkles and sagging increase. The risk of skin cancer is significantly increased by sun exposure. o Lack of exercise: Living a sedentary life contributes to aging skin, because exercise helps tone muscles and gets blood flowing. o Exposure to cold weather: Cold winds and low temperatures contribute to aging skin by making skin dry. o Alcohol use: Alcohol contributes to aging skin by dilating small blood vessels in the skin and increasing blood flow near the skin's surface. Over time, these blood vessels can become permanently damaged, creating a flushed appearance and broken vessels on the skin’s surface. o Stress: Stress and worry cause frowning, and over time the muscles in the face actually conform to that movement. o Lack of sleep: One of the first places lack up sleep shows up is on the face, with dark circles and bags under the eyes, and sagging skin.
The Ageing Process
3
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
ANTI- AGING SKIN PRODUCTS Listed below are some of the anti-aging skin products available in the Indian Market.
HERBAL: Shahnaz Husain - Nature’ s gold skin radiance gel: It has a unique dual complex formula, containing 24 carat pure Gold, for slowing the visible sign of ageing. It helps to revitalize and rejuvenate the skin surface, making the skin look younger and more radiant.
Biotique Herbal – Bio- Dandelion Face Vitaliser: It is a rare combination of naturally occurring nutrients. Rich in Vitamin E and minerals like Iron, Phosphorus, Iodine, Potash and Sulphur. It also contains Nutmeg Oil that helps to stimulate the skin and ease wrinkles. Regular use ensures a youthful complexion.
Lotus Herbals: This multi-action gel combats wrinkles, tightens skin, enhances glow and helps the skin look younger and healthier. Its active ingredients include Histomeric cell extract and Vitamin E.
NON-HERBAL: Garnier Wrinkle Lift: It has the essence of cherries and ginger which help reduce fine lines and wrinkles and firms up the skin with visible results in 14 days.
Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
L’ oréal Age Perfect: Age Perfect is ideal for women in their 50’s. It brightens and smoothes mature skin while reducing the appearance of age spots, fine lines and surface wrinkles. Innovative Dermo-Peptide technology along with beta hydroxyl acid (BHA) deeply moisturize and help improve skin’s elasticity while SPF 15 provides broad spectrum UVA/UVB sun protection.
Olay Total Effects with VitaNiacin: Olay Total Effects helps combat the 7 signs of ageing with VitaNiacin formulation - an exclusive moisturizing combination of three key components - niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol) - each of these ingredients works effectively to fight the signs of ageing.
Pond’ s Age Miracle: In addition to improving skin appearance and reducing signs of ageing, with continuous use, Pond's Age Miracle also gives results that can be seen in a week’s time. This is because it contains radiance particles and reflectors to ‘play’ with light, instantly giving wrinkled skin the appearance of soft, smooth, even-toned, fine and radiant skin. Pond’s Age Miracle uses breakthrough technology called CLA (Conjugated Linoleic Acid) an active ingredient that educes lines, wrinkles and age spots.
Oriflame – Time Reversing Instant Illuminating Serum: Helps reduce the appearance of wrinkles and makes existing wrinkles less visible. Is enriched with gold complexion enhancer for radiant skin.
Estée Lauder: Anti- Wrinkle Radiance Creme SPF 15: This extraordinary moisturizer effectively reduces the look of lines and wrinkles as it restores radiance. With stunning Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
accuracy and speed, you'll see results 3X faster* thanks to groundbreaking, targeted Cell Vector technology. These power packs, bursting with proven, high-potency ingredients, help re-ignite skin's natural age-fighting ability. The look of lines and wrinkles is significantly reduced. Radiance returns. Skin remains perfectly hydrated thanks to rich emollients and more.
Shiseido – Future Solution: Its Hydroinfusion complex with Marjoram Extract replenishes moisture, maintains moisture for hours and dramatically increases hyaluronic acid in the epidermal cells. Its Inner Network Firming Complex with Asian Botanical Chai Hu Extract and Vitamin C derivative fortifies skin, strengthens the collagen network, counteracts wrinkles and improves firmness.
Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
SURVEY QUESTIONNAIRE The purpose of this survey is to understand the Perception of Women towards anti- ageing skin products. This includes any skin product used through the day or at night, which helps in slowing down the skin’s aging process or helps reduce wrinkles. Name: __________________________________________ Age: _____________ Occupation: ______________________________________ 1. Do you use anti – ageing skin products? Yes No (If yes, directly proceed to question 3 and if no, only answer question 2) 2. Why do you refrain from using such skin-products? Does not suit the skin Do not feel the need to use them as skin is not showing signs of aging Prefer conventional alternatives like eating healthy, drinking water etc Any other _________________________________________________________ 3. What age did you first start using such products? 25 31 36 41
– 30 – 35 – 40 and above
4. What kind of skin products do you prefer? Herbal Non – Herbal Either of the two as long as it is effective
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
5. Which brand/s are you currently using? ___________________________________________________________________ 6. How did you hear about the above-mentioned brand/s? Advertisements Word of mouth Recommended by your beautician Came across it in a shopping mall Any other _________________________________________________________ 7. Do you use the whole product range offered? (For example: A particular brand may offer a range of products like night cream, shower gel, moisturizer, under eye cream etc.) Yes (please specify which products you use in the range) ____________________________________________________________________ No 8. How much of a difference do these anti-aging skin products make? Marginal difference Noticeable difference Remarkable difference 9. Approximately how much do you spend on these products in a month? Less than Rs. 500 Rs. 500 – Rs. 1000 Above Rs. 1000
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
10. Listed below are the factors to be considered while buying an anti – aging skin product. Rate each of them on a scale of 1 – 4. (1 – Not Important, 2 – Moderately Important, 3 – Important, 4 – Very Important) ___ ___ ___ ___ ___
Agrees with the skin Well known brand Reasonably Priced Pleasant Fragrance Quick absorption (less sticky)
11. Rate each of the following factors on a scale of 1 – 4 based on the extent to which you believe they are responsible for youthful skin. Anti-aging skin products Hereditary Factors Drinking plenty of water Healthy diet Plenty of sleep Regular Exercise
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
SURVEY ANALYSIS For the purpose of this survey, 150 women were interviewed. Working women as well as home-makers were interviewed. Women were interviewed across organizations and beauty parlors. The graphs below would help illustrate the perception of women towards anti-aging skin-products. At the end of this section, a combined analysis of the findings is provided. All figures unless specified otherwise are in percentages. DO YOU USE ANTI– AGEING SKIN PRODUCTS?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
WHY DO YOU REFRAIN FROM USING SUCH SKIN- PRODUCTS?
Apart from the reasons listed above, some women do not use anti-ageing skin products as they do not believe in them. They feel these products can’t prevent the signs of aging.
WHAT AGE DID YOU FIRST START USING SUCH PRODUCTS?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
WHAT KIND OF SKIN PRODUCTS DO YOU PREFER?
WHICH BRAND/ S ARE YOU CURRENTLY USING?
Others include Shiseido, Garnier, Kaya skin clinic products, Ponds Age Miracle, Shahnaz Hussain and Aloe Vera.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
HOW DID YOU HEAR ABOUT THE ABOVE- MENTIONED BRAND/ S?
DO YOU USE THE WHOLE PRODUCT RANGE OFFERED?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
HOW MUCH OF A DIFFERENCE DO THESE ANTI- AGING SKIN PRODUCTS MAKE?
APPROXIMATELY HOW MUCH DO YOU SPEND ON THESE PRODUCTS IN A MONTH?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
FACTORS TO BE CONSIDERED WHILE BUYING AN ANTI – AGING SKIN PRODUCT RATED ON A SCALE OF 1 – 4.
(1 – NOT IMPORTANT, 2 – MODERATELY IMPORTANT, 3 – IMPORTANT, 4 – VERY IMPORTANT) For the purpose of analysing the rating given to each of the 5 factors, the weighted average method has been used. Accordingly the graph below represents this.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
FACTORS BELIEVED TO BE RESPONSIBLE FOR YOUTHFUL SKIN RATED ON A SCALE OF 1 – 4.
(1 – NOT IMPORTANT, 2 – MODERATELY IMPORTANT, 3 – IMPORTANT, 4 – VERY IMPORTANT) For the purpose of analysing the rating given to each of the 5 factors, the weighted average method has been used. Accordingly the graph below represents this.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
Out of the 150 women surveyed only 24% use anti-aging skin products whereas the balance 76% do not use these products. This suggests that the trend of using these products still needs to catch up as far as Indian women are concerned. Indian women are of the opinion that conventional alternatives like eating healthy, drinking water are sufficient to control the signs of ageing. Among the 24% women who do use these products, 55% started using these products after the age of 40. Though there are women (18%) who prefer herbal products, majority of the women (73%) are comfortable with either herbal or non herbal products as long as they are effective. The brands most commonly used by Indian women are L’oréal and Oriflame. Other brands include Shiseido, Garnier, Kaya skin clinic products, Ponds Age Miracle, Shahnaz Hussain and Aloe Vera. 55% of the women started using a particular brand by hearing about it from other women. 18% were recommended a particular brand by their beauticians or were exposed to the product in a shopping mall. Advertising however plays a small role in influencing women’s decision to use a particular brand. Most of the anti-aging skin products available today offer an entire product range. For example a day and night cream, under eye cream etc. From among the women surveyed 36% use the entire product range. 64% of the women surveyed were of the opinion that using these products makes a marginal difference while 36% feel it makes a noticeable difference. 90% of the women surveyed on an average spend upto Rs. 1000/- a month on anti- aging skin products. The three most important factors that women keep in mind while selecting an anti-ageing skin product are agreeability with the skin, quick absorption and the product being a well known brand. Women are not too price conscious when it comes to these products. The top three factors believed to be responsible for youthful skin are drinking plenty of water, a healthy diet and plenty of sleep.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
CONCLUSION The concept of using anti-aging creams still has to gain popularity in India. Most Indian women are of the opinion that conventional alternatives like drinking enough water, eating healthy etc helps maintain youthful healthy skin. They are not wrong in their thinking. However, along with these conventional methods, a well developed and tested anti-aging skin product would not hurt. This is what marketers need to convey. So far they have only focused on how their own product helps reduce wrinkles and control the signs of aging. However looking at the mindset of Indian women it makes more sense to place these products alongside conventional alternatives in order to achieve maximum results. A lot of women feel these products harm the skin rather than help it. In order to convince these women of the safety of these products, marketers must emphasize on the fact that these products are put through adequate clinical trials before being certified for use. The best way to create awareness for anti- aging skin solutions is not through advertising but through word of mouth. Women are more influenced by the recommendations made by their colleagues or friends or even beauticians when it comes to using these products. The higher the number of women using these products the higher will be the ‘word of mouth’ publicity. Women are not price sensitive when it comes to selecting such products. In fact ‘reasonable price’ is rated as one of the least important factors to be considered while buying a skin product. Women would not compromise on quality when it comes to skin products. To conclude, the key to increasing acceptance of anti-aging skin products is not to change the mindset of women but to include them in a woman’s daily beauty regime along with other conventional alternatives.
Conclusion
18
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
REFERENCES •
www.shahnaz-husain.com
•
www.naturetherapy.com
•
www.lotusherbals.com
•
www.loreal.com
•
www.olay.com
•
www.ponds.co.in/agemiracle
•
www.oriflame.com
•
www.esteelauder.com
•
www.shiseido.com
References
19
MMS B
2007-09
INDEX Sr. No.
Topic
Page No.
1
Introduction
1
2
The Ageing Process
2
3
Anti-ageing Skin Products
4
4
Survey Questionnaire
7
5
Survey Analysis
10
6
Conclusion
18
7
References
19
Index
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
INTRODUCTION The skincare market in India has been growing at 16% annually and is currently valued at Rs 2,100 crore. Within this sector, the anti-ageing market in India is estimated at Rs 200 crore. With growing awareness and lifestyle changes, this figure could grow exponentially in the future. With respect to anti – ageing skin products, when we consider the present awareness levels of women it has increased tremendously. Women today are well informed about the anti-ageing products and their benefits. This is because companies advertise these products on TV, magazines and even promote them at cosmetic counters in malls. They offer pamphlets and other literature on these products at the point of purchase. Sometimes these products are endorsed by celebrities. In spite of these increasing awareness levels, the number of women in India using these products is not as high. The reasons for this are many. This project aims to provide an insight into the perception of women towards anti-ageing skin products. This project covers the process of ageing, the reasons for it and its effect on skin particularly the face. It also throws light on the skin products – both local and foreign brands that women in India have access to. To understand the perception of women better, a survey has been conducted across women of various ages. The salient points this survey attempts to understand: • the usage pattern of women based on their age and occupation • the kind of products women prefer • the perceived difference these products make • expenditure incurred on these products • factors considered when purchasing these products • factors responsible for youthful skin The survey questionnaire has been broken down and an in-depth analysis has been provided for each question. Graphs and tables have been included to facilitate easy understanding.
Introduction
1
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
THE AGEING PROCESS As we get older, we start to notice changes in our body. Things don’t stay as firm and in place as when we were teenagers. Aging changes in the skin are a group of common conditions and developments that occur as people grow older. Skin changes are among the most visible signs of aging. Although skin has many layers, it can be generally divided into three main portions. The outer portion (epidermis) contains skin cells, pigment, and proteins. The middle portion (dermis) contains blood vessels, nerves, hair follicles, and oil glands. The dermis provides nutrients to the epidermis. The layer under the dermis (the subcutaneous layer) contains sweat glands, some hair follicles, blood vessels, and fat. Each layer also contains connective tissue with collagen fibers to give support and elastin fibers to provide flexibility and strength. Collagen is a natural essential protein that is the building block of the skin quite literally. It is a connective tissue that holds our body together. It makes up 75% of the skin and keeps it smooth and tight. It controls elasticity and keeps the skin young and wrinkle-free. With aging, the outer skin layer (epidermis) thins even though the number of cell layers remains unchanged. The number of pigment-containing cells (melanocytes) decreases, but the remaining melanocytes increase in size. Aging skin thus appears thinner, more pale, and translucent. Large pigmented spots or age spots may appear in sun-exposed areas. Changes in the connective tissue reduce the skin's strength and elasticity. This is known as elastosis and is especially pronounced in sun-exposed areas (solar elastosis). Ageing causes the slow production and breakdown of collagen. This is when fine lines and wrinkles start to appear on the face. Sebaceous glands produce less oil as we age. Men experience a minimal decrease, usually after the age of 80. Women gradually produce less oil beginning after menopause. This can make it harder to keep the skin moist, resulting in dryness and itchiness. From the moment we are born our skin begins to respond to two sets of biological processes: • Genetic factors: We have no control over the aging skin “genes” that we inherit. These are the hereditary patterns in our family lineage that predetermine how our face and body respond to the aging process. By observing the older generations of our family members, we can see patterns of aging skin in their faces and bodies. These can include: o Wrinkles on the face. These maybe static or superficial. Static wrinkles are deeper wrinkles that have already formed a groove
The Ageing Process
3
Perception Of Women Towards Anti-ageing Skin Products
o o o o o o o o •
MMS B
2007-09
on the skin. Superficial wrinkles known as dynamic wrinkles are wrinkles that are just setting in and affect just the top layer of the skin. Furrows in the brow or forehead Tiny lines or crinkles around the eyes Deep creases along the sides of the nose to the mouth Drooping eyelids Loose skin along the jaw line A “tired” look The tendency to develop cellulite Male pattern baldness or female pattern baldness
External factors: Many of the external causes of aging skin are determined by the health and lifestyle decisions we make every day. Making unhealthy choices can cause prematurely aging skin, and this makes us look older, faster. Some of these external factors are as given below: o Cigarette smoke: Active and passive smoking both damage and hasten the skin’s aging process. Research has shown that exposure to cigarette smoke significantly increases skin wrinkles and dryness. This is partly due to the behavior of smoking, and also because cigarette smoke depletes your body of Vitamin C, which is a key ingredient for keeping skin plump and moist. o Sun exposure: Unprotected skin that is exposed to the sun becomes more mottled in appearance. Freckles can turn into brown sun spots, the skin takes on a dry, leathery appearance, and wrinkles and sagging increase. The risk of skin cancer is significantly increased by sun exposure. o Lack of exercise: Living a sedentary life contributes to aging skin, because exercise helps tone muscles and gets blood flowing. o Exposure to cold weather: Cold winds and low temperatures contribute to aging skin by making skin dry. o Alcohol use: Alcohol contributes to aging skin by dilating small blood vessels in the skin and increasing blood flow near the skin's surface. Over time, these blood vessels can become permanently damaged, creating a flushed appearance and broken vessels on the skin’s surface. o Stress: Stress and worry cause frowning, and over time the muscles in the face actually conform to that movement. o Lack of sleep: One of the first places lack up sleep shows up is on the face, with dark circles and bags under the eyes, and sagging skin.
The Ageing Process
3
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
ANTI- AGING SKIN PRODUCTS Listed below are some of the anti-aging skin products available in the Indian Market.
HERBAL: Shahnaz Husain - Nature’ s gold skin radiance gel: It has a unique dual complex formula, containing 24 carat pure Gold, for slowing the visible sign of ageing. It helps to revitalize and rejuvenate the skin surface, making the skin look younger and more radiant.
Biotique Herbal – Bio- Dandelion Face Vitaliser: It is a rare combination of naturally occurring nutrients. Rich in Vitamin E and minerals like Iron, Phosphorus, Iodine, Potash and Sulphur. It also contains Nutmeg Oil that helps to stimulate the skin and ease wrinkles. Regular use ensures a youthful complexion.
Lotus Herbals: This multi-action gel combats wrinkles, tightens skin, enhances glow and helps the skin look younger and healthier. Its active ingredients include Histomeric cell extract and Vitamin E.
NON-HERBAL: Garnier Wrinkle Lift: It has the essence of cherries and ginger which help reduce fine lines and wrinkles and firms up the skin with visible results in 14 days.
Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
L’ oréal Age Perfect: Age Perfect is ideal for women in their 50’s. It brightens and smoothes mature skin while reducing the appearance of age spots, fine lines and surface wrinkles. Innovative Dermo-Peptide technology along with beta hydroxyl acid (BHA) deeply moisturize and help improve skin’s elasticity while SPF 15 provides broad spectrum UVA/UVB sun protection.
Olay Total Effects with VitaNiacin: Olay Total Effects helps combat the 7 signs of ageing with VitaNiacin formulation - an exclusive moisturizing combination of three key components - niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol) - each of these ingredients works effectively to fight the signs of ageing.
Pond’ s Age Miracle: In addition to improving skin appearance and reducing signs of ageing, with continuous use, Pond's Age Miracle also gives results that can be seen in a week’s time. This is because it contains radiance particles and reflectors to ‘play’ with light, instantly giving wrinkled skin the appearance of soft, smooth, even-toned, fine and radiant skin. Pond’s Age Miracle uses breakthrough technology called CLA (Conjugated Linoleic Acid) an active ingredient that educes lines, wrinkles and age spots.
Oriflame – Time Reversing Instant Illuminating Serum: Helps reduce the appearance of wrinkles and makes existing wrinkles less visible. Is enriched with gold complexion enhancer for radiant skin.
Estée Lauder: Anti- Wrinkle Radiance Creme SPF 15: This extraordinary moisturizer effectively reduces the look of lines and wrinkles as it restores radiance. With stunning Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
accuracy and speed, you'll see results 3X faster* thanks to groundbreaking, targeted Cell Vector technology. These power packs, bursting with proven, high-potency ingredients, help re-ignite skin's natural age-fighting ability. The look of lines and wrinkles is significantly reduced. Radiance returns. Skin remains perfectly hydrated thanks to rich emollients and more.
Shiseido – Future Solution: Its Hydroinfusion complex with Marjoram Extract replenishes moisture, maintains moisture for hours and dramatically increases hyaluronic acid in the epidermal cells. Its Inner Network Firming Complex with Asian Botanical Chai Hu Extract and Vitamin C derivative fortifies skin, strengthens the collagen network, counteracts wrinkles and improves firmness.
Anti-ageing Skin Products
6
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
SURVEY QUESTIONNAIRE The purpose of this survey is to understand the Perception of Women towards anti- ageing skin products. This includes any skin product used through the day or at night, which helps in slowing down the skin’s aging process or helps reduce wrinkles. Name: __________________________________________ Age: _____________ Occupation: ______________________________________ 1. Do you use anti – ageing skin products? Yes No (If yes, directly proceed to question 3 and if no, only answer question 2) 2. Why do you refrain from using such skin-products? Does not suit the skin Do not feel the need to use them as skin is not showing signs of aging Prefer conventional alternatives like eating healthy, drinking water etc Any other _________________________________________________________ 3. What age did you first start using such products? 25 31 36 41
– 30 – 35 – 40 and above
4. What kind of skin products do you prefer? Herbal Non – Herbal Either of the two as long as it is effective
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
5. Which brand/s are you currently using? ___________________________________________________________________ 6. How did you hear about the above-mentioned brand/s? Advertisements Word of mouth Recommended by your beautician Came across it in a shopping mall Any other _________________________________________________________ 7. Do you use the whole product range offered? (For example: A particular brand may offer a range of products like night cream, shower gel, moisturizer, under eye cream etc.) Yes (please specify which products you use in the range) ____________________________________________________________________ No 8. How much of a difference do these anti-aging skin products make? Marginal difference Noticeable difference Remarkable difference 9. Approximately how much do you spend on these products in a month? Less than Rs. 500 Rs. 500 – Rs. 1000 Above Rs. 1000
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
10. Listed below are the factors to be considered while buying an anti – aging skin product. Rate each of them on a scale of 1 – 4. (1 – Not Important, 2 – Moderately Important, 3 – Important, 4 – Very Important) ___ ___ ___ ___ ___
Agrees with the skin Well known brand Reasonably Priced Pleasant Fragrance Quick absorption (less sticky)
11. Rate each of the following factors on a scale of 1 – 4 based on the extent to which you believe they are responsible for youthful skin. Anti-aging skin products Hereditary Factors Drinking plenty of water Healthy diet Plenty of sleep Regular Exercise
Survey Questionnaire
9
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
SURVEY ANALYSIS For the purpose of this survey, 150 women were interviewed. Working women as well as home-makers were interviewed. Women were interviewed across organizations and beauty parlors. The graphs below would help illustrate the perception of women towards anti-aging skin-products. At the end of this section, a combined analysis of the findings is provided. All figures unless specified otherwise are in percentages. DO YOU USE ANTI– AGEING SKIN PRODUCTS?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
WHY DO YOU REFRAIN FROM USING SUCH SKIN- PRODUCTS?
Apart from the reasons listed above, some women do not use anti-ageing skin products as they do not believe in them. They feel these products can’t prevent the signs of aging.
WHAT AGE DID YOU FIRST START USING SUCH PRODUCTS?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
WHAT KIND OF SKIN PRODUCTS DO YOU PREFER?
WHICH BRAND/ S ARE YOU CURRENTLY USING?
Others include Shiseido, Garnier, Kaya skin clinic products, Ponds Age Miracle, Shahnaz Hussain and Aloe Vera.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
HOW DID YOU HEAR ABOUT THE ABOVE- MENTIONED BRAND/ S?
DO YOU USE THE WHOLE PRODUCT RANGE OFFERED?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
HOW MUCH OF A DIFFERENCE DO THESE ANTI- AGING SKIN PRODUCTS MAKE?
APPROXIMATELY HOW MUCH DO YOU SPEND ON THESE PRODUCTS IN A MONTH?
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
FACTORS TO BE CONSIDERED WHILE BUYING AN ANTI – AGING SKIN PRODUCT RATED ON A SCALE OF 1 – 4.
(1 – NOT IMPORTANT, 2 – MODERATELY IMPORTANT, 3 – IMPORTANT, 4 – VERY IMPORTANT) For the purpose of analysing the rating given to each of the 5 factors, the weighted average method has been used. Accordingly the graph below represents this.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
FACTORS BELIEVED TO BE RESPONSIBLE FOR YOUTHFUL SKIN RATED ON A SCALE OF 1 – 4.
(1 – NOT IMPORTANT, 2 – MODERATELY IMPORTANT, 3 – IMPORTANT, 4 – VERY IMPORTANT) For the purpose of analysing the rating given to each of the 5 factors, the weighted average method has been used. Accordingly the graph below represents this.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
Out of the 150 women surveyed only 24% use anti-aging skin products whereas the balance 76% do not use these products. This suggests that the trend of using these products still needs to catch up as far as Indian women are concerned. Indian women are of the opinion that conventional alternatives like eating healthy, drinking water are sufficient to control the signs of ageing. Among the 24% women who do use these products, 55% started using these products after the age of 40. Though there are women (18%) who prefer herbal products, majority of the women (73%) are comfortable with either herbal or non herbal products as long as they are effective. The brands most commonly used by Indian women are L’oréal and Oriflame. Other brands include Shiseido, Garnier, Kaya skin clinic products, Ponds Age Miracle, Shahnaz Hussain and Aloe Vera. 55% of the women started using a particular brand by hearing about it from other women. 18% were recommended a particular brand by their beauticians or were exposed to the product in a shopping mall. Advertising however plays a small role in influencing women’s decision to use a particular brand. Most of the anti-aging skin products available today offer an entire product range. For example a day and night cream, under eye cream etc. From among the women surveyed 36% use the entire product range. 64% of the women surveyed were of the opinion that using these products makes a marginal difference while 36% feel it makes a noticeable difference. 90% of the women surveyed on an average spend upto Rs. 1000/- a month on anti- aging skin products. The three most important factors that women keep in mind while selecting an anti-ageing skin product are agreeability with the skin, quick absorption and the product being a well known brand. Women are not too price conscious when it comes to these products. The top three factors believed to be responsible for youthful skin are drinking plenty of water, a healthy diet and plenty of sleep.
Survey Analysis
17
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
CONCLUSION The concept of using anti-aging creams still has to gain popularity in India. Most Indian women are of the opinion that conventional alternatives like drinking enough water, eating healthy etc helps maintain youthful healthy skin. They are not wrong in their thinking. However, along with these conventional methods, a well developed and tested anti-aging skin product would not hurt. This is what marketers need to convey. So far they have only focused on how their own product helps reduce wrinkles and control the signs of aging. However looking at the mindset of Indian women it makes more sense to place these products alongside conventional alternatives in order to achieve maximum results. A lot of women feel these products harm the skin rather than help it. In order to convince these women of the safety of these products, marketers must emphasize on the fact that these products are put through adequate clinical trials before being certified for use. The best way to create awareness for anti- aging skin solutions is not through advertising but through word of mouth. Women are more influenced by the recommendations made by their colleagues or friends or even beauticians when it comes to using these products. The higher the number of women using these products the higher will be the ‘word of mouth’ publicity. Women are not price sensitive when it comes to selecting such products. In fact ‘reasonable price’ is rated as one of the least important factors to be considered while buying a skin product. Women would not compromise on quality when it comes to skin products. To conclude, the key to increasing acceptance of anti-aging skin products is not to change the mindset of women but to include them in a woman’s daily beauty regime along with other conventional alternatives.
Conclusion
18
Perception Of Women Towards Anti-ageing Skin Products
MMS B
2007-09
REFERENCES •
www.shahnaz-husain.com
•
www.naturetherapy.com
•
www.lotusherbals.com
•
www.loreal.com
•
www.olay.com
•
www.ponds.co.in/agemiracle
•
www.oriflame.com
•
www.esteelauder.com
•
www.shiseido.com
References
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