The Zoomer Report: Cream Promises

Do you buy skin creams and lotions that promise to reduce the appearance of lines and wrinkles? Many of us do.

So here’s an interesting bit of research on the psychology behind those purchases. A series of focus groups conducted for Health Canada by the Strategic Counsel has found that while we may buy the products, we don’t necessarily buy the hype. And the scepticism about cosmetic claims increases as we grow older.

The report says that in general, participants’ expectations of the products are quite low. But they’re even lower for older women, who consider their own expectations more realistic than the product’s claims or advertisements.

Over all, survey participants didn’t believe the claims of the skin-care merchants.

However, women who have not yet had to deal with sagging jaw lines or permanent bags below their eyes are more willing to be convinced that the stuff they apply to their faces will protect them against what many older women accept as inevitable.

The bottom line: stay away from anything that sounds too good to be true.

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About The Zoomer Report

Libby ZnaimerLibby Znaimer, a prominent Canadian journalist specializing in business, politics, and lifestyle issues, is producer and host of The Zoomer Report, a special feature on topics of interest to baby boomers and the 50+. It covers everything from health and wealth to leisure and volunteerism, from the special vantage point of the generation that has changed society in its wake.

Ms. Znaimer is also Vice-President of News and Information for Classical 96.3FM and AM740. Her first book, “In Cancerland – Living Well Is The Best Revenge” – was published in October 2007 by Key Porter.

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