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Women 'seduced' in the search for eternal youth

By Nicole Martin
Last Updated: 2:13PM BST 19 Jun 2001

WOMEN are being "seduced" into spending record amounts on cosmetics in the
relentless search for eternal youth, a report says.

The stream of images of young, flawless models helped sales in beauty
products reach £466 million in Britain last year compared with £433 million in
1998 and £314 million in 1995. Clever marketing tactics that highlighted the
benefits that products such as sun creams, anti-wrinkle formulas and hair
treatments claimed to offer were the driving force behind the growth, the report
by Euromonitor, the market analysts, said.

The study's authors said: "Society's obsession with youth and female beauty
has become a part of our lives. Older women are somewhat under-represented and,
at 34, Cindy Crawford is considered to be too old to front Revlon's
products."

The report follows claims by Anita Roddick, founder of the Body Shop empire,
that
anti-ageing creams were "complete pap". She accused the cosmetics industry
of perpetuating a "scandalous lie". She said: "There is nothing on God's planet,
not one thing, that will take away 30 years of arguing with your husband and 40
years of environmental abuse. You would be better spending the money on a good
bottle of Pinot Noir."

The boom is also being fuelled by a growing number of single women, who,
without any children to look after, spend large sums on items such as expensive
skin products, body treatments and hair care. Sales in cosmetics in Britain came
behind America (£3 billion) Japan (£1.6 billion), Germany (£1.2 billion), France
(£764 million) and Italy (£616 million).

Sara Cremer, the editor of New Woman magazine, said: "Women have a bigger
disposable income than ever before and enjoy spending it on good quality
products for themselves. The thing about beauty products is that they are a
great, relatively cheap 'pick me up'.

"Who hasn't gone out and bought a new lipstick for a quick bit of cheering up
on a gloomy day? No one says that men who buy nice cars are being duped into
buying. Women are very media literate and can recognise hype but, by the same
token, make-up is a treat and part of the fun is feeling you're buying a bit
glamour."

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Women
'seduced' in the search for eternal youth

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Another
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External Links

Global branding the foundation to cosmetics and toiletries
success - Euromonitor International

Forever young: appearance medicine [Aug '99] -
Consumer

Alpha hydroxy acids for skin care - US Food and Drugs
Administration

Cosmetics Toiletry and
Perfume Association

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