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Anti-aging Skincare - US - February 2011

The U.S. market for anti-aging skincare products sold through food, drug, and mass merchandisers (FDMx) experienced decelerating sales in 2010 as the economy forced many budget-conscious consumers to cut back on non-essential items as their spending power for such items shrank. Further deceleration and even losses were prevented by the number of women who consider anti-aging skincare to be an essential purchase, even if they were forced by the economy to trade down to less expensive private label and store brands. This report provides in-depth exploration of these factors, as well as close analysis of the following:

  • Competition from professional procedures such as BOTOX injections, professional microdermabrasion, and other services, as well as the threat of other products such as anti-aging beverages
  • The domination of facial anti-aging products over those designed for the body
  • How drug stores maintain control of the FDMx market and how mass stores are competing with value options
  • The important role of women in the market, how usage by men remains steady, and the rise of Hispanic anti-aging skincare consumers
  • Innovations and which companies lead the newest product iterations
  • Branding and advertising strategies from the top companies in the market

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • FDMx sales decelerate as the economy continues to lag
                        • Poor economy, professional services, anti-aging beverages threaten sales
                          • Consumer confidence has yet to recover
                            • Unemployment remains high
                              • Household incomes drop
                                • Professional procedures threaten the over-the-counter anti-aging market
                                  • Anti-aging beverages also pose a threat
                                    • Facial anti-aging comprises the vast majority of FDMx sales
                                      • Drug stores lead FDMx market
                                        • Women are the primary buyers, but men and Hispanics also play a role
                                          • Women more likely to use moisturizers than men
                                            • Fewer men use moisturizers than women, but men show steady usage
                                              • Hispanics grow rapidly, wielding $1 trillion in spending power
                                                • Three companies lead the FDMx market, but private label grows most
                                                  • Brand marketing turns to science, professional-level results
                                                    • The anti-aging skincare consumer
                                                      • Usage and purchases
                                                        • Brand usage
                                                          • Usage frequency
                                                            • Top anti-aging concerns
                                                              • Age prevention and reversal
                                                                • Attitudes toward anti-aging skincare products
                                                                  • Impact of race/Hispanic origin
                                                                  • Insights and Opportunities

                                                                    • Beating BOTOX
                                                                      • New delivery methods
                                                                        • Getting started earlier
                                                                        • Inspire Insights

                                                                            • Trend: Perfecting the Details
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Sluggish economy causes sales to sag
                                                                                  • Brands seek to position products as natural, even necessary
                                                                                    • Anti-aging skincare market size and forecast
                                                                                      • Figure 1: Total U.S. FDMx sales and forecast of anti-aging skincare products, at current prices, 2005-15
                                                                                      • Figure 2: Total U.S. FDMx sales and forecast of anti-aging skincare products, at inflation-adjusted prices, 2005-15
                                                                                    • Fan-chart forecast
                                                                                        • Figure 3: Fan chart forecast of anti-aging skincare products, 2005-15
                                                                                      • Walmart sales
                                                                                      • Market Drivers

                                                                                        • Women much more likely than men to use moisturizers
                                                                                          • Figure 4: Use of moisturizers/creams/lotions, by gender and female age, July 2009–September 2010
                                                                                          • Figure 5: U.S. population, by age, 2006-16
                                                                                        • Fewer men than women use moisturizers, but usage remains steady
                                                                                          • Figure 6: U.S. male population, by age, 2006-16
                                                                                        • Hispanics will play an increasing role in the market in coming years
                                                                                          • Hispanic spending power reaches $1 trillion and counting
                                                                                            • Figure 7: Actions taken to prevent or reverse signs of aging among Hispanics, November 2009 vs. October 2010
                                                                                            • Figure 8: U.S. population by race and Hispanic origin, 2006-16
                                                                                          • Consumer confidence remains shaky
                                                                                            • Figure 9: U.S. consumer sentiment, 2002-10
                                                                                          • High unemployment may translate to fewer replacement cycles
                                                                                            • Figure 10: U.S. annual unemployment rate, 2002-10
                                                                                          • Household incomes decline
                                                                                            • Figure 11: Median household income in inflation-adjusted dollars, 1998-2008
                                                                                          • Half of American households earn less than $50K
                                                                                            • Figure 12: Household income distribution, 2009
                                                                                        • Competitive Context

                                                                                          • Professional procedures compete for OTC anti-aging sales
                                                                                            • Cosmetic surgery
                                                                                              • Other procedures
                                                                                                • Anti-aging beverages continue to make inroads
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • The face is the path to looking young
                                                                                                      • Body anti-aging has yet to take off
                                                                                                        • FDMx sales of anti-aging skincare products by segment
                                                                                                          • Figure 13: U.S. sales of FDMx anti-aging skincare products at current prices, by segment, 2005-15
                                                                                                      • Segment Performance—Facial Anti-aging

                                                                                                        • Key points
                                                                                                          • FDMx sales of facial products decelerate
                                                                                                            • FDMx sales and forecast of facial anti-aging skincare products
                                                                                                              • Figure 14: U.S. FDMx sales of facial anti-aging skincare products, 2005-15
                                                                                                          • Segment Performance—Body Anti-aging

                                                                                                            • Key points
                                                                                                              • Body anti-aging lags far behind facial, drops sales in 2010 (est.)
                                                                                                                • Sales and forecast of body anti-aging skincare products
                                                                                                                  • Figure 15: U.S. FDMx sales of body anti-aging skincare products, 2005-15
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Drug stores lead, but other FDMx stores increase sales more
                                                                                                                    • Channel sales
                                                                                                                      • Figure 16: U.S. FDMx sales of anti-aging skincare products, by channel, at current prices, 2009 and 2010
                                                                                                                  • Retail Channels—Drug Stores

                                                                                                                    • Key points
                                                                                                                      • Drug store growth is slack in 2010
                                                                                                                        • Drug channel sales of anti-aging skincare products
                                                                                                                          • Figure 17: U.S. FDMx sales of anti-aging skincare products at drug channels, 2005-10
                                                                                                                      • Retail Channels—Other FDMx

                                                                                                                        • Key points
                                                                                                                          • Other FDMx channels surge in the wake of the recession
                                                                                                                            • Other FDMx sales of anti-aging skincare products
                                                                                                                              • Figure 18: U.S. FDMx sales of anti-aging skincare products at other FDMx channels, at current prices, 2005-10
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • FDMx market led by three top companies
                                                                                                                                • Private label growth is a sign of the times
                                                                                                                                  • Leading FDMx anti-aging skincare companies
                                                                                                                                    • Figure 19: Leading FDMx anti-aging skincare companies, 2009-10.
                                                                                                                                • Brand Share—Facial Anti-aging

                                                                                                                                  • Key points
                                                                                                                                    • Olay brands help P&G grow
                                                                                                                                      • L’Oréal drops as key brands decline
                                                                                                                                        • J&J increases FDMx sales with Neutrogena Ageless Intensives
                                                                                                                                          • Private label growth outpaces national brands
                                                                                                                                            • Figure 20: U.S. FDMx brand sales of facial anti-aging skincare products, 2009 vs. 2010.
                                                                                                                                        • Brand Share—Body Anti-aging

                                                                                                                                          • Key points
                                                                                                                                            • P&G increases its lead in the body segment
                                                                                                                                              • Lansinoh corners breastfeeding niche
                                                                                                                                                • Other brands decline as private label gains somewhat
                                                                                                                                                  • Figure 21: U.S. FDMx brand sales of body anti-aging skincare products, 2009 vs. 2010.
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • Organic/natural
                                                                                                                                                  • Raw Essentials by Carol Alt: Night Time Anti-aging Repairing Face Cream
                                                                                                                                                    • Bottega Verde Linea Bioecologica: Bioeco Face Day Cream
                                                                                                                                                      • Farmaesthetics: Complexion Conserve Serum
                                                                                                                                                        • Naturopathica: Age Defense Plant Stem Cell Serum
                                                                                                                                                          • Sun protection
                                                                                                                                                            • Estée Lauder DayWear: Sheer Tint Release Advanced Multi-Protection Anti-Oxidant Moisturizer SPF 15
                                                                                                                                                              • Sephora Anti-Age: Age Defy Moisture Cream SPF 15
                                                                                                                                                                • Exotic ingredients
                                                                                                                                                                  • Biotherm Source Thérapie 7: Skin Perfection Catalyzing Serum
                                                                                                                                                                    • H2O+ Waterwhite Advanced: Brightening Toner
                                                                                                                                                                      • Sue Devitt Microquatic Marine Crystal Collagen: Masque
                                                                                                                                                                      • Marketing Strategies

                                                                                                                                                                          • Overview
                                                                                                                                                                            • Olay
                                                                                                                                                                              • Figure 22: Brand analysis of Olay, 2011
                                                                                                                                                                            • Olay web advertising
                                                                                                                                                                              • Olay Regenerist Serum TV ad
                                                                                                                                                                                • Figure 23: Olay Regenerist Serum television ad, 2010
                                                                                                                                                                              • Olay Total Effects 7x TV ad
                                                                                                                                                                                • Figure 24: Olay Total Effects 7x television ad, 2010
                                                                                                                                                                              • L’Oréal
                                                                                                                                                                                • Figure 25: Brand analysis of L’Oréal, 2011
                                                                                                                                                                              • L’Oréal web advertising
                                                                                                                                                                                • L’Oréal Advanced Revitalift Deep-Set Wrinkle Repair TV ad
                                                                                                                                                                                  • Figure 26: L’Oréal Advanced Revitalift Deep-Set Wrinkle Repair television ad, 2010
                                                                                                                                                                                • L’Oréal Collagen Micro-Pulse Eye TV ad
                                                                                                                                                                                  • Figure 27: L’Oréal Collagen Micro-Pulse Eye television ad, 2010
                                                                                                                                                                                • Neutrogena
                                                                                                                                                                                  • Figure 28: Brand analysis of Neutrogena, 2011
                                                                                                                                                                                • Neutrogena web advertising
                                                                                                                                                                                  • Neutrogena Anti-Wrinkle Moisturizer TV ad
                                                                                                                                                                                    • Figure 29: Neutrogena Anti-Wrinkle Moisturizer television ad, 2010
                                                                                                                                                                                  • Neutrogena Clinical TV ad
                                                                                                                                                                                    • Figure 30: Neutrogena Clinical television ad, 2010
                                                                                                                                                                                • Usage and Purchases

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • More than six in 10 use moisturizers, women much more than men
                                                                                                                                                                                      • Figure 31: Use of moisturizers/creams/lotions, by gender, July 2009–September 2010
                                                                                                                                                                                    • Usage is relatively constant after age 24
                                                                                                                                                                                      • Figure 32: Use of moisturizers/creams/lotions, by age, July 2009–September 2010
                                                                                                                                                                                    • Roughly a quarter use anti-aging facial skincare
                                                                                                                                                                                      • Figure 33: Properties of anti-aging skincare products bought and used, by gender, October 2010
                                                                                                                                                                                    • Use of anti-aging facial skincare products highest among those aged 25-54
                                                                                                                                                                                      • Figure 34: Properties of anti-aging skincare products bought and used, by age, October 2010
                                                                                                                                                                                    • Use of anti-aging facial skincare increases with household income
                                                                                                                                                                                      • Figure 35: Properties of anti-aging skincare products bought and used, by HH income, October 2010
                                                                                                                                                                                    • With moisturizers, most use lotion, less than half use cream
                                                                                                                                                                                      • Figure 36: Types of moisturizers/creams/lotions used, by gender, July 2009–September 2010
                                                                                                                                                                                    • More than one in four use anti-aging forms of moisturizers
                                                                                                                                                                                      • Figure 37: Forms of moisturizers/creams/lotions used, by gender, July 2009–September 2010
                                                                                                                                                                                    • Use of anti-aging skincare increases with age, drops off among seniors
                                                                                                                                                                                      • Figure 38: Forms of moisturizers/creams/lotions used, by age, July 2009–September 2010
                                                                                                                                                                                    • Use of anti-aging highest among those with household income of $50K+
                                                                                                                                                                                      • Figure 39: Forms of moisturizers/creams/lotions used, by HH income, July 2009–September 2010
                                                                                                                                                                                  • Brand Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Vaseline, Olay top list of brands used
                                                                                                                                                                                        • Figure 40: Brands of moisturizers/creams/lotions used, by gender, July 2009–September 2010
                                                                                                                                                                                      • Older respondents more likely to use Olay
                                                                                                                                                                                        • Figure 41: Brands of moisturizers/creams/lotions used, by age, July 2009–September 2010
                                                                                                                                                                                    • Usage Frequency

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Most report using facial moisturizers daily or more
                                                                                                                                                                                          • Figure 42: Usage frequency of facial moisturizers/creams/lotions, by gender, July 2009–September 2010
                                                                                                                                                                                        • Daily use of facial moisturizers increases with age
                                                                                                                                                                                          • Figure 43: Usage frequency of facial moisturizers/creams/lotions, by age, July 2009–September 2010
                                                                                                                                                                                        • Daily use of facial moisturizers increases with household income
                                                                                                                                                                                          • Figure 44: Usage frequency of facial moisturizers/creams/lotions, by HH income, July 2009–September 2010
                                                                                                                                                                                        • Most use body moisturizers daily or more
                                                                                                                                                                                          • Figure 45: Usage frequency of body moisturizers/creams/lotions, by gender, July 2009–September 2010
                                                                                                                                                                                        • Daily use of body moisturizers increases with age
                                                                                                                                                                                          • Figure 46: Usage frequency of body moisturizers/creams/lotions, by age, July 2009–September 2010
                                                                                                                                                                                        • Most report using anti-aging products every day
                                                                                                                                                                                          • Figure 47: Usage frequency of anti-aging skincare products, by gender, October 2010
                                                                                                                                                                                      • Top Anti-aging Concerns

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Fine lines/wrinkles, dry skin top anti-aging concerns
                                                                                                                                                                                            • Figure 48: Top concerns regarding aging, by gender, October 2010
                                                                                                                                                                                          • Top aging concerns vary depending on age
                                                                                                                                                                                            • Figure 49: Top concerns regarding aging, by age, October 2010
                                                                                                                                                                                          • Face, eye area top list of crucial body areas
                                                                                                                                                                                            • Figure 50: Top aging concerns for areas of the body, by gender, October 2010
                                                                                                                                                                                          • Senior respondents less concerned about face, more about neck/jowls
                                                                                                                                                                                            • Figure 51: Top aging concerns for areas of the body, by age, October 2010
                                                                                                                                                                                        • Age Prevention and Reversal

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Anti-aging products used more than other means to prevent/reverse aging
                                                                                                                                                                                              • Figure 52: Actions taken to prevent or reverse signs of aging, by gender, October 2010
                                                                                                                                                                                            • Using anti-aging products vs. taking other steps varies by age
                                                                                                                                                                                              • Figure 53: Actions taken to prevent or reverse signs of aging, by age, October 2010
                                                                                                                                                                                            • Use of anti-aging products to prevent/reverse aging rises with household income
                                                                                                                                                                                              • Figure 54: Actions taken to prevent or reverse signs of aging, by HH income, October 2010
                                                                                                                                                                                          • Attitudes Toward Anti-aging Skincare Products

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Most agree that diet and lifestyle are the most important aging factors
                                                                                                                                                                                                • Figure 55: Attitudes toward the facial aging process, by gender, October 2010
                                                                                                                                                                                              • Those aged 25-44 most likely to agree that anti-aging should start early
                                                                                                                                                                                                • Figure 56: Attitudes toward the facial aging process, by age, October 2010
                                                                                                                                                                                              • Most say anti-aging usage begins with the signs of aging
                                                                                                                                                                                                • Figure 57: Attitudes toward the age at which consumers should begin buying anti-aging products, by gender, October 2010
                                                                                                                                                                                              • Those aged 18-34 most likely to say anti-aging begins at age 25 onward
                                                                                                                                                                                                • Figure 58: Attitudes toward the age at which consumers should begin buying anti-aging products, by age, October 2010
                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Blacks and Asians most likely to use moisturizers/creams/lotions
                                                                                                                                                                                                  • Figure 59: Use of moisturizers/creams/lotions, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Asians most likely to use a range of anti-aging products
                                                                                                                                                                                                  • Figure 60: Properties of anti-aging skincare products bought and used, by race/Hispanic origin, October 2010
                                                                                                                                                                                                • Blacks most likely to use lotions and oils
                                                                                                                                                                                                  • Figure 61: Types of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Blacks use sunscreen products least often
                                                                                                                                                                                                  • Figure 62: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Blacks more likely than other ethnicities to use Vaseline, Jergens, J&J
                                                                                                                                                                                                  • Figure 63: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Asians report most frequent facial skincare usage
                                                                                                                                                                                                  • Figure 64: Usage frequency of facial moisturizers/creams/lotions, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Blacks report most frequent body skincare usage
                                                                                                                                                                                                  • Figure 65: Usage frequency of body moisturizers/creams/lotions, by Race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                • Blacks and Asians report most concern over a range of skincare issues
                                                                                                                                                                                                  • Figure 66: Top concerns regarding aging, by race/Hispanic origin, October 2010
                                                                                                                                                                                                • Blacks are the least likely to endorse sunscreen, early anti-aging products
                                                                                                                                                                                                  • Figure 67: Attitudes toward the facial aging process, by race/Hispanic origin, October 2010
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Geneticists
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Liners
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Initiators
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 68: Anti-aging clusters, October 2010
                                                                                                                                                                                                                            • Figure 69: Top concerns regarding aging by anti-aging clusters, October 2010
                                                                                                                                                                                                                            • Figure 70: Properties of anti-aging skincare products bought and used by anti-aging clusters, October 2010
                                                                                                                                                                                                                            • Figure 71: Actions taken to prevent the signs of aging by anti-aging clusters, October 2010
                                                                                                                                                                                                                            • Figure 72: Actions taken to reverse signs of aging, by anti-aging clusters, October 2010
                                                                                                                                                                                                                            • Figure 73: Attitudes toward the facial aging process, by anti-aging clusters, October 2010
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 74: Anti-aging clusters, by gender, October 2010
                                                                                                                                                                                                                            • Figure 75: Anti-aging clusters, by age group, October 2010
                                                                                                                                                                                                                            • Figure 76: Anti-aging clusters, by household income, October 2010
                                                                                                                                                                                                                            • Figure 77: Anti-aging clusters, by race, October 2010
                                                                                                                                                                                                                            • Figure 78: Anti-aging clusters, by Hispanic origin, October 2010
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                  • Figure 79: Top concerns regarding aging, by marital status, October 2010
                                                                                                                                                                                                                                • Married respondents/those living with someone most likely to use anti-aging products
                                                                                                                                                                                                                                    • Figure 80: Actions taken to prevent or reverse signs of aging, by marital status, October 2010
                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                  • Facial anti-aging skincare
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—facial anti-aging
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 81: Brand map, selected brands of facial anti-aging buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 82: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2010*
                                                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                        • Top anti-aging concerns
                                                                                                                                                                                                                                          • Figure 83: Top concerns regarding aging, by HH income, October 2010
                                                                                                                                                                                                                                          • Figure 84: Top aging concerns for areas of the body, by HH income, October 2010
                                                                                                                                                                                                                                        • Attitudes toward anti-aging skincare products
                                                                                                                                                                                                                                          • Figure 85: Attitudes toward the facial aging process, by HH income, October 2010
                                                                                                                                                                                                                                          • Figure 86: Attitudes toward the age at which consumers should begin buying anti-aging products, by HH income, October 2010
                                                                                                                                                                                                                                        • Impact of race/Hispanic origin
                                                                                                                                                                                                                                          • Figure 87: Actions taken to prevent or reverse signs of aging, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • American Academy of Dermatology
                                                                                                                                                                                                                                        • Avon USA
                                                                                                                                                                                                                                        • Bed & Bath Works Ltd
                                                                                                                                                                                                                                        • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                                        • Clinique Laboratories, Inc.
                                                                                                                                                                                                                                        • Condé Nast Publications Inc.
                                                                                                                                                                                                                                        • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                        • Forest Stewardship Council
                                                                                                                                                                                                                                        • General Merchandise Distributors Counsel (GMDC)
                                                                                                                                                                                                                                        • Jergens Naturals
                                                                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                                                                        • L'Oréal USA
                                                                                                                                                                                                                                        • Lansinoh Laboratories Inc
                                                                                                                                                                                                                                        • Nivea
                                                                                                                                                                                                                                        • Olay Company, Inc.
                                                                                                                                                                                                                                        • Personal Care Products Council
                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                        • Sephora
                                                                                                                                                                                                                                        • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                                                        • Unilever Plc
                                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                                                                                                        Anti-aging Skincare - US - February 2011

                                                                                                                                                                                                                                        £2,684.63 (Excl.Tax)