I’ve sat through dozens of presentations regarding anti-aging products and often asked myself, “if everybody is really using all these creams, lotions and serums, why do most of us middle-aged folks still look like hell?” Turns out, if personal care product compliance is anything like pharmaceutical compliance, we’re probably not using anti-aging products correctly.
According to a recent study by the IMS Institute for Healthcare Informatics, if doctors and patients used prescription drugs more wisely, they could save the US health care system at least $213 billion a year. Researchers found that medication overuse, underuse and other flaws in care cause complications and longer, more expensive treatments.
Here at Happi, we get hundreds of products every year to spritz, rub and squirt on ourselves (in fact, I’ve got four unopened boxes on my desk as I write this column). Nearly all of them come with an impassioned plea from a PR person to give the product a try and we’ll look years younger or feel much better.
When I do get around to opening up these boxes, I’ll give the product the once over and maybe take a tube or two home to try out. I’ll kid myself: this time, I’ll really get into the regimen—as if my life isn’t regimented enough—and use the stuff until the tube runs dry. But that promise, like the New Year’s resolution to get up early and run every morning, usually doesn’t last a week, let alone a lifetime.
And even if consumers do apply products religiously, they may still not be applying them correctly. According to Amway, 54% of women apply treatment products in the wrong order, thus reducing efficacy. For the record, it’s cleanse, tone, treat and moisturize.
Hmmm...Some mornings I have problems with wet hair, apply shampoo, lather, rinse and repeat.
Bottom line is, maybe all of our products really do what they promise. But unfortunately for everybody, nobody is using our serums and creams like they say they do.