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

2. Lori Bush
President, Nu Skin

3. A Politically Incorrect Symposium?

4. Skin care as a survival strategy?

5. Nancy Etcoff, Ph.D.

6. 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

7. 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

8. 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

9. Women’s Views on Skin Care Today
Majority of Americans are confident in their appearance
Women use beauty products and services for self-enhancement

10. 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)

11. 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)

12. 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

13. 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?

14. Skin Care Personalities

15. 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

16. 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

17. 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

18. Skin Care Personalities
Beauty Radical
Motivators:
Quest for new
Creative urges
Need for attention
Daring
Barriers: NONE!

19. 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”)

20. Skin Care Personalities
Modern Cinderella
Motivators:
Desire to match their “true self”
Major life change or transition
Barriers:
Pain
Perceptions of vanity
Cost

21. 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%

22. 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

23. 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

24. 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

25. 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

26. The Psychology of Skin Care

27. Alexa Kimball, M.D., M.P.H.

28. 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

29. 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

30. 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”

31. 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 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. The Psychology of Skin Care

40. Director of Technical Affairs, Nu Skin
Dale Kern
Director of Technical Affairs, Nu Skin

41. 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

42. 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

43. 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)

44. 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

45. 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

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

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

48. 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

49. 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

50. 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)

51. 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)

52. 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.

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

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

55. The Psychology of Skin Care
NEW!
Nu Skin Polishing Peel
NEW!
Nu Skin Galvanic Spa System II

56. The Psychology of Skin Care
Face and Fortune
Beauty Radical
Modern Cinderella
Beauty in the Balance
Love Me As I Am

57. The Psychology of Skin Care