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Today's Trends in Age-defying Skin Care

Alisa Marie Beyer November 2010 issue of Skin Inc. magazine
spa client getting mask

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Aging and fighting the signs of aging remain among the top beauty concerns facing clients today—and they have done their homework. They are reading the magazines, asking the questions and paying attention to the latest techniques, ingredients and procedures available to help them fight their anti-aging battle because they want it all. Already familiar with the golden rules of anti-aging (no one is going to give up their SPF 15), they are now seeking the next level of products and services; demanding better and more information about their anti-aging options; and seeking ever more convenient ways to incorporate anti-aging into their lives.

Radically free

Although the dangers of free radicals may be old news to consumers, the use of powerful ingredients to fight them is not. In Prevention magazine’s recent “War Against Time Anti-aging Report,” six out of 10 women identified “fights free radicals” as a claim they find appealing in anti-aging advertising. This indicates that when it comes to fighting the good fight, clients still want those ingredients that they already know are targeted to combat free radicals and protect from aging: antioxidants. And today, clients want not only the antioxidants they are familiar with, such as vitamins C and E, and green tea for example, they are also seeking the latest antioxidants that science can provide in increasingly creative formats.

Exotic ingredients, such as mangos and marula oil, are potent antioxidants that are making a name for themselves in the anti-aging arena, and capturing attention. In addition, innovative formulations and technological discoveries can actually deliver these powerful extracts even deeper into the skin. Other untapped arenas such as anti-aging toothpaste, mascara or hair spray for an even more pronounced anti-aging benefit are showing growing appeal. It might seem basic, but fighting the effects of free radicals remains a key insight and driver for the skin care consumer. Be they ever so humble, antioxidants are still a consumer’s best friend in the anti-aging fight.

Anti-aging, sunny-side up

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Retail Tips: Today's Trends in Age-defying Skin Care

Saving time and money appeals to every consumer. Although mass retailers fulfill the need to get as many of known, trusted products under one roof as possible, convenience is still a very important part of the shopping equation. Today’s consumer is a busy person, and wants her time respected, her dollar stretched, her benefits maximized and her output minimized, which means when she’s in your spa, you’ve got an opportunity to capture her dollars.

Are you stocking the skin care items and products clients need that traditionally have been available via other retailers? Although there will always be consumers who like to keep their shopping habits segregated by retailer, for the most part, this outdated mode of shopping is going the way of using baby oil to get a suntan, and you must be prepared for a new type of client. Not only is she already invested in taking care of her skin—after all, she’s at your spa for her monthly facial—she’s also keenly aware of what needs to be done on her end in order to maintain the most youthful, beautiful complexion. Provide targeted, known and affordable options, and the chances are good she’ll purchase from your spa as easily as from mass retailers.

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