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

Director of Technical Affairs, Nu Skin 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

abrasion and irritation to the skin. 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

and the Skin Care Personalities Nu Skin Polishing Peel and the Skin Care Personalities

and the Skin Care Personalities Nu Skin Polishing Peel and the Skin Care Personalities

treatments to face, body and scalp. 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)

Apply to clean skin twice a day, two days a week. Galvanic Spa System II Body Attachment Usage Apply to clean skin twice a day, two days a week.

and the Skin Care Personalities Galvanic Spa System II and the Skin Care Personalities

and the Skin Care Personalities Galvanic Spa System II and the Skin Care Personalities

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