A Chance To Save Their Skin

This article, which can be found here, Saving Skin, written by Claudia H. Deautsch in January 19, 2007's New York Times, says that it is the younger generation that is the biggest market for the skin care regimen because they are beauty crazed, from young children to late teens and early twenties. They have been willingly spending more money on beauty products like glosses and creams, and will continue to do so over the decades. Having jobs at younger ages gives teens the opportunity to purchase their own skin care. Avon's line Mark. is aimed at 17-24 year olds. The line is an add-on, not a replacement. Avon is also putting together a multi-product compact so the young can customize cosmetics like they do their cell phones. Claudia Poccia, president of the Mark. line says the reason for this is that, "The freedom to mix and match is just more important to young women than it was to their mothers." Lancome aims their Juicy Tube lip glosses at teens. A British company, Young and Pure, markets face and hair care products to young kids. Clinique advertises on MTV and television shows aimed at younger audiences. On Facebook they show a three-step product demonstration at college campuses. Though cosmetic counter consultants are more than willing to offer suggestions, "The young are less likely to shop in department stores than their mothers were," says Poccia. Elizabeth Arden advertises in InStyle and Allure. It is in the marketing that the youth shows through. Companies explain how the cosmetic works and why it is useful. "We give the facts, the statistics, the test results, and let a young woman make choices on her own terms."

The article makes it known that beauty care lines are not lying to young women and telling them that by using the product they will look like a beauty queen. They are instead showing them through everyday experiences and demonstrations of the product that pimples are normal, but this product targets those problematic areas. It is up to the young person to wisely decide if it is worth the shot to pay that much money. Companies are relying on honesty instead of young naivety. Giving young women the freedom to personalize their makeup and regimen is a plus. It is a bold move to place ads in spots where the young will see it to and produce skin care lines aimed at the problems of the young that are packaged with hip flare and set a fashion statement wherever they are used, but that also work. I have noticed this new wave of skin care lines and have seen the push for the young to have a skin care regimen. I am on that same train and I will admit that I always look into the effectiveness and ingredients of what I buy before I waste my money. However, ads do catch my attention when I need a new product. The hard part is that there are so many lines out there that unless you are given a recommendation from someone you know, it's always a risk. Not everyone has the same skin type. However, skin care lines are trying their best to tell background information before selling the product. I will be more apt to use that line before any other Hollywood fad. What is it that catches your eye about skin care and cosmetic lines? Are you buying into this new approach to promote the look of the young, or is every line out there only selling what they think will make them money?

-Amy