A fresh look at rejuvenating skin care.

As baby boomers become increasingly aware of the effects of father time, the market for anti-aging products continues to grow, and cosmetic scientists work with a certain amount of urgency to create a battery of "age defying" products. Marketers are eyeing specific population segments, most notably those over age 35, with an emphasis on the preservation of youth. According to the market research firm, Datamonitor, the 35-44 age group also has the highest population, 43.2 million consumers in 1996, and consequently accounts for the largest share of total skin care sales, almost 23 percent in 1996. Not surprisingly, anti-aging treatments make up the fastest growing skin care segment.

New Product Development

Product expectations and skin care needs for this large, prosperous baby boomer group go beyond addressing fine lines and wrinkles to actually treating skin tone and skin fitness. Many facial treatment products now provide the proven benefits of AHAs with soothing ingredients to help eliminate irritation, as well as various anti-oxidants, enzymes, vitamins, botanicals, and sunscreens. Research from Datamonitor suggests that facial care treatment products doubled in value by 1996, with such items as facial scrubs, anti-aging treatments, tonics, astringents and skin-restoration formulas catering to the growing demand for therapeutic skin care products. …