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The Next Generation of Anti-aging

By: Abby Penning
Posted: January 30, 2012, from the February 2012 issue of Skin Inc. magazine.

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Luckily, there are now a variety of ways for brands to communicate product education to consumers—social media such as Facebook and YouTube, dedicated websites, magazines and much, much more.

“You have to take the time to convey the science of your products and ingredients in layman’s terms. You have to lay it out in a way that makes the consumers think, ‘Hey, that’s a pretty cool idea!’ and then makes them want to share it with their friends,” says Anthonavage. “A lot of this market is leveraging new discoveries in biology and skin care to pave the way in terms of innovation and new product development. You might develop a great anti-aging ingredient or product that can do multiple things, but then your next move is to know your customers well enough to know how to use this innovation to engage them. Do they want to talk about the moisturization or the anti-inflammation? If a product reduces fine lines and redness, but your customer is focused on wrinkle-reduction, that’s what you want to talk about. Focus on what your customers are looking for and let them be further engaged by the other great things the product does.”

Abby Penning is associate editor of GCI magazine. She previously was the assistant editor for Skin Inc. magazine, where she won a silver FOLIO: Eddie award in 2009.

This article originally appeared in the January/February 2012 issue of GCI magazine and is being reprinted with permission. All rights reserved.