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Neutrogena probes cosmetic priorities

This article was originally published in The Rose Sheet

Executive Summary

"Skin-related benefits were chosen ahead of more traditional cosmetic benefits" in survey commissioned by Johnson & Johnson's Neutrogena unit and conducted in August by Harris Interactive. Flawless skin tone was identified by 58% of women as what they want most from a cosmetic product, and among older women (over the age of 55), just over half prioritized products that "minimize the look of fine lines and wrinkles." As for more traditional makeup benefits, 8% of respondents were most interested in elongated lashes, 3% in full-looking lips and 2% in cheekbone definition, Neutrogena reports. Firm also notes that 56% of the 1,018 women polled rely on cosmetics with SPF to provide protection from harmful ultraviolet rays. "The survey confirmed the desires we hear from women to provide more advanced cosmetic solutions that improve their complexion." Neutrogena points to its Healthy Skin and Mineral Sheers lines with antioxidant benefits and its SkinClearing line, which "doesn't just cover breakouts [but] works quickly to treat them with salicylic acid enhanced by Microclear technology." (1"The Rose Sheet" Jan. 29, 2007). "Nearly all" Neutrogena products also contain SPF, company notes

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