Transcript symposium

The Psychology of Skin Care
New York, December 3, 2003
Lori Bush
President, Nu Skin
A Politically Incorrect Symposium?
Skin care as a survival strategy?
Nancy Etcoff, Ph.D.
The Quest for Perfect Skin Is Ancient
Ancient Egyptians
• King Tut tomb with 3,000 year
old moisturizer
• Had formulas for anti-aging
• Cosmetics not a modern
invention
The Quest for Perfect Skin Is Ancient
Elizabethan Days
• Aristocratic women hid beneath
makeup
• Combined lead, chalk and paste,
or used vinegar with egg whites
Women’s Views on Skin Care Today
• Beauty is a biological advertisement of health
• Holistic approach to beauty
- Face and body both important
- Radiate health from the inside-out
- Mind-body approach - how women look affects
how they feel, how they feel affects how they
look
- Holistic health is a status symbol
Women’s Views on Skin Care Today
• Majority of Americans are confident in their appearance
• Women use beauty products and services for
self-enhancement
Women’s Views on Skin Care Today
• Majority say beauty treatments/procedures
boost self esteem--effects moods, feelings and
sense of power (Gallup Survey 2002:Public Perceptions
and Attitudes Toward Facial Appearance Global Survey)
• Majority of women say beauty products are a
necessity, not a luxury (Avon Global Women’s Survey
2003)
Women’s Views on Skin Care Today
• Women are knowledgeable about cosmetic
procedures -- no longer exclusively for the
rich and famous
• Most women think there is nothing
“wrong” with procedures, but still very few
women in the U.S. and globally get them
(Gallup Survey 2002)
Women’s Views on Skin Care Today
• AARP 2001 national survey on Public Attitudes Toward
Aging, Beauty, and Cosmetic Surgery asked American women,
“If you were given the opportunity to have a cosmetic surgery
procedure safely, for free and so that no one could tell, would
you?”
• 60% said yes, 35% said no
• What are the barriers to more invasive procedures?
• Cost, time, and safety
• Fear of irreversible results, pain
• Fear of seeming vain or selfish, guilt
Women’s Views on Skin Care Today
The vanity hurdle
• Many equate self care with vanity
• Pathological narcissism/unhealthy obsessions vs.
healthy self esteem, power, and self pride?
Skin Care Personalities
Skin Care Personalities
Face and Fortune
• Faces and bodies are their fortune
• They are in the public eye and under scrutiny
• Appearance tied to profession
• Often photographed (models, actresses or television
professionals) or prized for their beauty
• Comprises 5-10% of population
Skin Care Personalities
Face and Fortune
Motivators:
• Employment concerns
• Real world power of appearance
• Desire for appearance that reflects lifestyle and status
Barriers:
• Time (lack of downtime)
• Appearance of vanity
• Need for authenticity
• Too radical a change will be noticed
Skin Care Personalities
Beauty Radical
• First to try everything new, they provide the
“cutting-edge” of beauty
• The provacateurs
• View face/body as works of art, need to stand out
and get attention
• Comprise less than 1% of population, but often
well known to public
Skin Care Personalities
Beauty Radical
Motivators:
• Quest for new
• Creative urges
• Need for attention
• Daring
Barriers: NONE!
Skin Care Personalities
Modern Cinderella
• Feel their appearance doesn’t match their true self--they feel
misunderstood and misperceived
• Demand the total makeover
• Cross over the category lines of personalities
• Comprise a small category, but increasingly
growing (think “Extreme Makeover”)
Skin Care Personalities
Modern Cinderella
Motivators:
• Desire to match their “true self”
• Major life change or transition
Barriers:
• Pain
• Perceptions of vanity
• Cost
Skin Care Personalities
Beauty in the Balance
• Juggling a full life of work, friends, family and trying to take care
of self
• Beauty is not their main concern, but it’s an important concern
• See beauty holistically
• Occasionally splurge on a product/procedure
• Comprises more than 50% of women who
consume beauty products and may be as
large as 75%
Skin Care Personalities
Beauty in the Balance
Motivators:
• Desire for holistic health/beauty and healthy lifestyle
• Beauty products increase confidence
• Like products/procedures that aren’t overly time-consuming or resource-draining
Barriers:
• Lack of time and taking time away from other concerns
• Stress
• Guilt
• Appearance of vanity
Skin Care Personalities
Love Me As I Am
• Let nature take its course
• Do not care about skin looking youthful
• Take care of themselves, but don’t try to mask
signs of aging
• Wrinkles are a signs of character
Skin Care Personalities
Love Me As I Am
Motivators:
• Aging naturally
• Taking care of their skin,
but nothing beyond the basics
Barriers:
• Comfortable in their skin--see no need to change
• View aging as a relief from pressures of trying to live
up to society’s beauty standards
The Psychology of Skin Care
• Skin care products/procedures are necessities to achieve and
maintain skin and overall health
• Skin care is an integral part of a lifestyle that is healthy and beautiful
inside and out
• Every woman has her own skin care personality and wants to
approach skin care on her own terms
The Psychology of Skin Care
Alexa Kimball, M.D., M.P.H.
Dermatologist View of Skin Care Personalities
Face and Fortune
Visits to skin specialists
• Dermatologist: once every three months
• Aestheticians: regularly, 1-2 times/month
• Plastic surgeons: as needed
Relationship with dermatologist
• Established relationship with dermatologist and plastic surgeon
• Relies on expertise of dermatologist
• Appointments require more time
Dermatologist View of Skin Care Personalities
Face and Fortune
Professional treatments they receive:
• Don’t want radical changes, but want measurable results
• Botox, microdermabrasion, collagen injections, minor plastic surgery
At-home regimen:
• High maintenance--includes 5-6 step regimen with maintenance
and treatment products including body products
• Have the means to spend on high-end products
• Use products that convey status
Dermatologist View of Skin Care Personalities
Beauty Radical
Visits to skin specialists
• Dermatologist: often, even monthly--more frequently than any other personality
• Aestheticians: regularly, 1-2 times a month
• Plastic surgeons: more than any other personality
Relationship with dermatologist
• Established relationship with cosmetic dermatologist
• Dermatologist is their skin authority
• Appointments require more time because of their need to be
“in the know”
Dermatologist View of Skin Care Personalities
Beauty Radical
Professional treatments they receive:
• Everything from least to most invasive
• First to try new procedures
• Often volunteer to test procedures in process of FDA approval
• Know about products/procedures before they become main stream
(e.g. endermology)
• Focused on a single area to improve
At-home regimen:
• Extensive regimen--includes 10-12 face and body products
• Willing to spend on high-end products
• Constantly buying and trying something new
• Use treatment products to maintain look in between
professional procedures
Dermatologist View of Skin Care Personalities
Modern Cinderella
Visits to skin specialists:
• Dermatologist: before makeover--never; after makeover--2 times/year
Makeover sparked desire to be skin involved to maintain look
• Aesthetician: 4-6 times a year
• Plastic surgeon: usually one-time visit for the makeover;
more if follow-up surgeries are required
Relationship with dermatologist:
• Dermatologist is their “fairy godmother”
• They take dermatologists word at face value
Dermatologist View of Skin Care Personalities
Modern Cinderella
Professional treatments they receive:
• Initially they receive many treatments (i.e. plastic surgery, injectibles, etc.) to
attain “new look”
• Maintain only the treatments recommended by dermatologist
• Emotional commitment to maintain look--don’t want to lose progress
At-home regimen:
• They seek out products based on recommendations from
dermatologist--loyal to dermatologists recommendations
• More than just a basic regimen--typically includes 5-6 products
Dermatologist View of Skin Care Personalities
Beauty in the Balance
Visits to skin specialists:
• Dermatologists: annual screenings, for treatment of specific skin issues, or in
conjunction with an appointment for a family member
• Other skin specialists: depends on time and money
Relationship with dermatologist:
• Maintain basic relationship with dermatologist
• Concerned about their skin health
Dermatologist View of Skin Care Personalities
Beauty in the Balance
Professional treatments they receive:
• Experiment with less invasive procedures--retinoids or Botox
• May experiment with chemical peels, dermabrasion, laser therapy or
blepharoplasty
• Equally interested in body treatments
• May maintain procedures or drop over time
At-home regimen:
• Standard daily skin care regimen, includes 3-4
products and 1-2 treatment/specialty products
• They like promising, yet believable claims
Dermatologist View of Skin Care Personalities
Love Me As I Am
Visits to skin specialists:
• Dermatologist: Annually for medical check-ups
• Other skin specialists: never
Relationship with dermatologist:
• Based on medical concerns
Dermatologist View of Skin Care Personalities
Love Me As I Am
Professional treatments they receive:
• Medical skin conditions or preventative care (mole removals)
• No desire to explore cosmetic procedures
At-home regimen
• Basic soap and water
• Potential areas of interest: sunscreens for skin cancer prevention,
lip balms, hand/body moisturizers
• May use natural remedies and folklore
• May want product suggestions for medical conditions
The Psychology of Skin Care
• Every woman has individual skin care needs
• Want products and procedures that appeal to their personality
• Women want skin care on their own terms
The Psychology of Skin Care
Dale Kern
Director of Technical Affairs, Nu Skin
The Psychology of Skin Care
Women want products that fit
their skin care personality
NEW!
Nu Skin Polishing Peel
NEW!
Nu Skin Galvanic Spa System II
Nu Skin Polishing Peel
Nu Skin Polishing Peel - a skin refinisher that delivers
equivalent resurfacing and skin-smoothing benefits as
professional microdermabrasion, with less
abrasion and irritation to the skin.
Available in February 2004
Retail price $28.25
1.7 fl. oz. (50 ml) tube
Nu Skin Polishing Peel
Clinical tests
• In a clinical evaluation involving split-face study design,
clinical graders could not differentiate the side treated
with professional microdermabrasion from the side
treated with Nu Skin Polishing Peel
• Smoothes and resurfaces without
scratching the skin (plexi-glass example)
Nu Skin Polishing Peel
Key Benefits:
• Bentonite Clay removes dulling skin cells and toxins
• Pumpkin enzymes resurface, retexturize, soften and smooth
skin
• Delivers immediate skin resurfacing benefits
• Provides a smoother, more youthful complexion
• Equivalent to professional microdermabrasion
• Formula contains no abrasive particles
• Convenient, safe, cost-effective
Nu Skin Polishing Peel
Usage
Apply an even layer of Polishing Peel and let stand for
approximately 1-2 minutes. Using your fingertips, gently
massage in a circular motion to form large particles that carry
away dull, dead cells from the skin’s surface
Nu Skin Polishing Peel
and the Skin Care Personalities
Face and Fortune
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No recovery period needed after using product—no
redness or irritation
Beauty Radical
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Maintenance product in between professional treatments
Willing to invest in maintenance product
First to try and tell their friends
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Nu Skin Polishing Peel
and the Skin Care Personalities
Modern Cinderella
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Beauty in the Balance
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Love Me As I Am
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Maintain the magic
Simple to use
Delivers professional benefits
Convenient, cost-effective and time-efficient
Provides pampering without the guilt
Not a targeted user
Galvanic Spa System II
Bringing the spa home to you - this multi-purpose system
provides the next generation of aesthetic
treatments to face, body and scalp.
Available in February 2004
Retail price $195
Galvanic Spa System II
Key Benefits:
• Small, smart and powerful
• Offers comparable results to professional spa treatments
• Patented, self-adjusting Galvanic current
• Features interchangeable attachments to effectively
deliver galvanic benefits to face, body and scalp
• Paired with specially-designed products to facilitate
transport of functional cosmetic ingredients
• Convenient, safe, cost-effective in-home treatment
Galvanic Spa System II
Face Application:
• Delivers spa facial benefits in 10 minutes
• Pre-Treatment Gel removes impurities and
allows pores to breathe
• Treatment Gel revives and invigorates skin cell
energy
• Provides comparable benefits of professional
galvanic facial treatments
• Pre-Treatment and Treatment Gels retail price
$35 for 4 vials (4 ml each)
Galvanic Spa System II
Body Application:
• Smoothes and minimizes the appearance of cellulite
• When used with Body Shaping Gel, targets pockets of fat
and toxins for a firmer, more toned appearance
• Provides comparable benefits of professional
spa body contouring treatments
• Body Shaping Gel retail price $41 (150 ml)
Galvanic Spa System II
Body Attachment Usage
Apply to clean skin twice a day, two days a week.
Galvanic Spa System II
and the Skin Care Personalities
Face and Fortune
Beauty Radical
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No recovery period needed after using product
Smart device allows them to be their own expert
Willing to invest in maintenance product
Early adopters of new products—allows them to be the
authority
Galvanic Spa System II
and the Skin Care Personalities
Modern Cinderella
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Beauty in the Balance
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Love Me As I Am
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Maintain the magic
Provides a “transformative” experience
Provides pampering so they still feel like a princess
Smart and simple to use
Provides a balance for treating face and body
Convenient, cost-effective and time-efficient
Simple pampering at home with professional results
Less guilt
Not a targeted user
The Psychology of Skin Care
NEW!
Nu Skin Polishing Peel
NEW!
Nu Skin Galvanic Spa System II
The Psychology of Skin Care
Face and Fortune
Beauty Radical
Modern Cinderella
Beauty in the Balance
Love Me As I Am
The Psychology of Skin Care