The research behind POND’S® #AntiAgeLimits initiative
When is a woman too young – or too old – for any activity?
Global skincare brand POND’S® partnered with MetrixLab to survey 1000 women to understand how they perceive age limitations on a range of different activities and what impact that has on their lives.
The results revealed that nearly seven out of 10 women – from Millennials to Baby Boomers – agree that society places arbitrary age limits on what women can do. As a result, the vast majority of women (92%) still feel they can be too young or old for certain activities, such as getting married, having children, dating online and even changing careers. Men in comparison are thought to suffer far fewer such restrictions and their associated problems.
Caring about your looks has no age limits
Most women agreed that caring about your looks, appearing attractive and being trendy are ageless. We discovered that the majority of women used a moisturizer (71%) and cleanser (61%), but only one quarter specifically use anti-aging creams or serums. However, with so many products on the market, most women who use anti-aging products have multiple items in their collection. Almost three quarters (71%) find the amount of choice in anti-aging products overwhelming.
More than two thirds of women who use anti-aging products incorporate 2-5 products in their regime, spending almost $100 per month.
POND’S® Rejuveness moisturizer is aimed at women of all generations and rooted in the belief that age limits shouldn’t prevent women from becoming their best selves at any age. Women revealed that they certainly embraced the idea that beauty – and love – can be ageless.
As a result of the research, Unilever Marketing Director Suzanne Palentchar believes: “there’s still plenty of work to be done in erasing the notion of what is ‘age-appropriate’”. MetrixLab’s findings certainly support this, with the relatively young age of 50 appearing as the starting point for women to abandon many activities, including going out partying, mountain climbing, starting a new career and using social media.
Understanding your product in the context of big picture trends helps you better connect with consumers. We employ usage and attitudes surveys to start to tell the story, enriched with customized segmentations and market analysis. To find out how the approach, we call “Scout”, can help you make better brand and business decisions, contact us.