Cosmetic manufacturers such as Unilever, L’Oréal, Proctor & Gamble and Johnson & Johnson all want to get a bigger piece of the pie for their skin care products. They are banking on ingredients that target specific problems and selling them at a price tag of $20 or higher. These cosmetics will soon be on the shelves at your local drugstore alongside traditional cosmetics that cost $8. These manufacturers are trying to compete with department stores and skin care lines designed for estheticians and physicians. Marketing campaigns for these products are using terms such as “boost wrinkle repair”, “anti-aging”, “retinol”, “lightening and brightening”, “pore vanisher” or “eye firming” to lure shoppers to purchase their products.
Target and Walgreens have already begun to make changes in their stores with new displays, fixtures, better lighting and even training their employees to answer questions and offer advice. As a licensed master esthetician, these employees can only give advice or answer questions based on what the manufacturer has told them. They are not licensed skin care therapists and may recommend products that are ineffective, can exacerbate the problem or cause a secondary problem.
All skin care products have something to offer, but before you buy these over-the-counter products, read the label and look at the percentage of active ingredients they may have. Products that are formulated for estheticians and physicians have a higher percentage of active ingredients that work better, faster and give longer lasting results. We can also recommend treatments and home care protocols that will make the products we carry more effective.
This is what you may soon see on store shelves, in print ads or on television commercials:
L’Oréal – Youth Code Texture Perfector Pore Vanisher – $25
Laneige – Perfect Renew Firming Eye Cream – $47
Borghese – Age Defying Cellular Complex Face Serum – $24
MD Complete – Anti-aging Advanced Wrinkle Remover – $24
Neutrogena – Rapid Wrinkle Repair Serum – $20
ROC – Correxion 5-in-1 Perfecting Cream – $29
Olay – Pro X Intensive Wrinkle Protocol – $40
FOR MEN – Dove Men + Care – Total Shave Comfort Cream – $26
To read more on this topic search for this article online:
Holmes, E. (2014). Wall Street Journal, “In Aisle Five, $50 Skin Cream: Bog brands push up prices, promise salon results, a grooming line for men, too”, January 16, 2014, p. D1-D2.