By Angie Argabrite, Thursday, August 2, 2012, at 9:01 am.
Not content to merely follow the conventional anti-aging advice about lavishing sunscreen, eating well and exercising, consumers perpetually have their ears—and their wallets—open to the latest, greatest anti-aging product. Women’s expenditures on luxury beauty products actually swell during economic recessions, which psychologists say puts them in overdrive in the search for a mate. And might baby boomers (“the world’s greatest untapped economic resource”) be the target audience for the new Japanese moisturizer La Crème that will sell for more than $13,000 a jar? Sometimes the lengths to which we’ll go to prevent and reverse aging are less than savory; see the New York City spa that’s doling out nightingale poop facials or beauty specialist to the stars Deborah Mitchell’s Bee Venom mask, said to work not unlike Botox to freeze muscles. Americans lead the way in anti-aging facial skincare usage; 37 percent of U.S. women have used anti-aging products compared with 24 percent of French women, 25 percent of German women and 26 percent of Spanish women. Though the majority of today’s anti-aging products are creams and serums, most consumers of these products report being open to anti-aging devices and say they prefer at-home treatments. To marketers, that could be a beautiful opportunity.