Beauty at Any Cost?

According to Prevention magazine’s latest proprietary beauty research study, women are looking for ways to save money when it comes to their anti-aging regimen.

Along with purchasing and using anti-aging products, the majority of affluent women (56%) are taking action to save money on anti-aging products, and 27% said they look to pay less on products they already buy.

Further, 16% said they changed brands in 2010 and 14% stopped using a product altogether due to price.

According to the study, more women recognize differences between brands; however, fewer are willing to pay more. Most women see a difference between eye cream brands (65%) closely followed by day cream (64%) and body cream (64%). Serum has seen a huge jump in the difference women see between brands at 59%, up 20 points from the 2009 study. Eye cream (35%) and day cream (32%) continue to dominate the categories which women will pay premium for a brand; followed by serum (27%), sun protection (22%), face wash (21%) and body cream (21%).

The research methodology included online surveys among a sampling of 1,580 women, 18-59 years old.