The Psychology of Skin Care New York, December 3, 2003

The Psychology of Skin CareNew York, December 3, 2003

Lori BushPresident, 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

Elizabethan Days• Aristocratic women hid beneath

makeup

• Combined lead, chalk and paste, or used vinegar with egg whites

The Quest for Perfect Skin Is Ancient

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

• Majority of Americans are confident in their appearance

• Women use beauty products and services for self-enhancement


• 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 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)


• 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


The vanity hurdle• Many equate self care with vanity

• Pathological narcissism/unhealthy obsessions vs. healthy self esteem, power, and self pride?


Skin Care Personalities

• 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 PersonalitiesFace 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 PersonalitiesFace and Fortune

• 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 PersonalitiesBeauty Radical

Motivators:

• Quest for new

• Creative urges

• Need for attention

• Daring

Barriers: NONE!

Skin Care Personalities Beauty Radical

• 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 increasinglygrowing (think “Extreme Makeover”)

Skin Care PersonalitiesModern Cinderella

Motivators:

• Desire to match their “true self”

• Major life change or transition

Barriers:

• Pain

• Perceptions of vanity

• Cost

Skin Care PersonalitiesModern Cinderella

• 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 whoconsume beauty products and may be as large as 75%

Skin Care PersonalitiesBeauty 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 PersonalitiesBeauty in the Balance

• 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

Skin Care PersonalitiesLove Me As I Am

• 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 PersonalitiesFace 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

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 PersonalitiesFace and Fortune

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 PersonalitiesBeauty Radical


• 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 PersonalitiesBeauty Radical

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 PersonalitiesModern Cinderella


• 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 PersonalitiesModern Cinderella


• 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


• Maintain basic relationship with dermatologist

• Concerned about their skin health

Dermatologist View of Skin Care PersonalitiesBeauty in the Balance


• 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 3-4products and 1-2 treatment/specialty products

• They like promising, yet believable claims

Dermatologist View of Skin Care PersonalitiesBeauty in the Balance


• Dermatologist: Annually for medical check-ups

• Other skin specialists: never


• Based on medical concerns

Dermatologist View of Skin Care PersonalitiesLove Me As I Am


• 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

Dermatologist View of Skin Care PersonalitiesLove Me As I Am

• Every woman has individual skin care needs

• Want products and procedures that appeal to their personality

• Women want skin care on their own terms



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 2004Retail price $28.251.7 fl. oz. (50 ml) tube

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 withoutscratching the skin (plexi-glass example)


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 PeelUsage

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 Peeland the Skin Care Personalities

Face and Fortune No recovery period needed after using product—noredness or irritation

Beauty Radical Maintenance product in between professional treatments Willing to invest in maintenance product First to try and tell their friends

Nu Skin Polishing Peeland the Skin Care Personalities

Modern Cinderella Maintain the magic Simple to use

Beauty in the Balance Delivers professional benefits Convenient, cost-effective and time-efficient Provides pampering without the guilt

Love Me As I Am 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 2004Retail price $195


Key Benefits:• Small, smart and powerful

• Offers comparable results to professional spa treatments

• Patented, self-adjusting Galvanic current

• Features interchangeable attachments to effectivelydeliver galvanic benefits to face, body and scalp

• Paired with specially-designed products to facilitatetransport of functional cosmetic ingredients

• Convenient, safe, cost-effective in-home treatment


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)


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 IIBody Attachment Usage

Apply to clean skin twice a day, two days a week.

Galvanic Spa System IIand the Skin Care Personalities

Face and Fortune No recovery period needed after using productBeauty Radical 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 IIand the Skin Care Personalities

Modern Cinderella Maintain the magic Provides a “transformative” experience Provides pampering so they still feel like a princess Smart and simple to use

Beauty in the Balance Provides a balance for treating face and body Convenient, cost-effective and time-efficient Simple pampering at home with professional results Less guilt

Love Me As I Am Not a targeted user

The Psychology of Skin Care NEW!

Nu Skin Polishing PeelNEW!

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


Documents

The Psychology of Skin Care New York, December 3, 2003