Global Understanding of Women’s Aging Concerns in the Eye Area
Emily E. Overton; Mary E. Troxell
The Procter & Gamble Company, Cincinnati, Ohio, USA
Globally, women's concern about the signs of facial aging continues to grow. This concern has manifested itself in an increase in cosmetic procedures and growth of the over-the-counter facial moisturizer category. Among the signs of facial aging, women are most concerned about aging in the eye area. Two global surveys and one US survey were conducted to further understand women's aging concerns and how they treat them. Over 3,400 women were surveyed among the three studies in the US, UK, China and Germany.
To better understand the behaviors and attitudes of women globally who are concerned about the signs of facial aging. This information can help identify their greatest facial aging concerns and appropriate treatment options.
Independent consumer survey conducted in the United States, United Kingdom, China
and Germany in 2001. The survey was placed among women, 30 years of age or older. Final base size among all countries was 1,458.
Independent consumer survey conducted in the United States, United Kingdom and China in 2002. The survey was placed among women, 30 years of age or older. Final base size among all countries was 1,381.
Independent consumer survey conducted in the United States in 2003. The survey was placed among women, 18-65 years old. Final base size was 599.
Women globally are concerned about aging of their facial skin, and the level of concern varies depending on the area of the face. Over 50% of women globally have aging concerns around the eye area, and the eye area is the top aging concern on the face. There are multiple aging concerns in the eye area which vary in importance globally. Concerns are not limited to just lines and wrinkles, but include a variety of issues: puffiness, loss of firmness and multiple color concerns. Improving the appearance of the eye area could change the look of the entire face. In fact, over 70% of US women believe that if the appearance of their eye area were improved, their whole face would look younger (Survey 3).
(Insert Survey 1)
To address their aging concerns, many women first turn to widely available cosmetic products. Most commonly, women use an anti-aging facial moisturizer; significantly less women use an eye product.
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In addition, women recognize that there are options beyond topical treatments to address aging skin around the eye. More than 75% of women believe that an eyelift is the most effective way to improve the appearance of the eye area, but they are not ready or willing to take that step at this time (Survey 3). While most women are not yet ready, some women see it as an option for the future, especially if cost were not a consideration.
(Insert Survey 3)
1. Women globally are most concerned about the appearance of facial aging in the eye area.
2. There are multiple and diverse aging concerns in the eye area that women want to fix to look younger.
3. Topical products are women's first attempt to address facial aging. A topical eye product that addresses a variety of aging signs would be globally acceptable.
4. Women recognize that cosmetic procedures, such as an eye lift, are an effective way to dramatically improve their appearance. While most women are not seeking this treatment now, many women recognize it as an option for the future.