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Sun Care Treatments
When Summer Fades, Skin Concerns Remain
By: Abby Penning
Posted: December 30, 2011, from the January 2012 issue of Skin Inc. magazine.
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“Exfoliation is also key,” Lavian comments, saying sloughing off dead skin cells helps stimulate regeneration and decrease unwanted skin pigmentation. This is where your treatments come into play.
Meeting the market
Howard Epstein, PhD, director of technology and business development, cosmetic actives and bio actives, at 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.” Knowing your market is key to recommending the best products to suit their needs.
Of course, as with the vast majority of the skin care market, an aging generation is often the one 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 their moms’ footsteps, becoming more conscientious and delving into skin care at a much earlier age.”
Education is key
It is also well-educated esthetic professionals who aid in the education of clients. “There are multiple types of consumers and different types of lifestyles,” O’Hanlon says about reaching target markets. “It’s about finding the best way to interact with clients, to discover how certain products fit into their regimen and continuously work to meet their demands.”