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American
Women dish on their views on Aging, Beauty
and What They'd Do for Themselves if they
had an extra day in the year
SKILLMAN,
N.J., Feb. 28 /PRNewswire/ -- Sixty-five
percent of American women confess to
skimping on beauty: these time crunched
ladies spend 30 minutes or less on their
beauty rituals each day.
However, more
than three in five women admit they wish
they had an extra day in the year to spend
on themselves, and one third declare they
would spend more than 30 minutes on beauty
or grooming rituals with this extra day.
Just in time
for Leap Year, the findings from a recent
survey commissioned by AVEENO(R) POSITIVELY
AGELESS(TM) Lifting & Firming are released.
The AVEENO(R)
Extra Day study, conducted by Opinion
Research Corporation, surveyed more than
1,000 American women about their views on
aging, individual beauty, and what exactly
they would do if they had an extra day in
the year to do what they please.
Age Might
Be More than Just a Number
Whether
American women's days are becoming
increasingly jam-packed, or they just don't
feel like they can or should take the time
to indulge themselves, it is apparent that
the older a woman gets, the less amount of
time she spends on beautifying herself.
The AVEENO(R)
Extra Day survey revealed that after 45,
women claim to spend less than half an hour
on beauty in increasing numbers.
Interestingly, women aged 45 and older are
also increasingly likely to say that they
feel "less beautiful" with the ticking of
the clock.
Women are
spending less time on beauty, at the same
time their confidence is waning.
"These survey
results have confirmed how important it is
in this day and age for an anti-aging
products to work harder, and last longer,"
says Alissa Hsu Lynch, Group Product
Director of AVEENO(R).
An "Extra
Day for Me" Proves Popular
Maybe it's
because they don't necessarily have enough
time to spend on themselves, but American
women are eager for an extra day of beauty
In the spirit
of this year's Leap Year, AVEENO(R) also set
out to find out if women wished for an extra
day for themselves, and if given one, what
they would do.
While three
in five women wished they'd had an extra
day, not surprisingly, moms were the most
likely group to wish for an extra day in the
year to spend on themselves, with a whopping
73 percent saying "yes, please."
Additional survey
highlights include:
-- An extra
day proved popular with the majority women
who admitted spending less than 30 minutes
on their own beauty a day.
-- More
than two thirds of women between 35 and 44,
and seven in ten women
45 to 54
confessed to wishing they had an extra day
every year to spend on themselves.
-- In fact,
women between the ages of 35 and 44 were
actually second most likely to say they
would spend more than 30 minutes of an extra
day on beauty (they were the second largest
group to report they spent less than 30
minutes a day beautifying behind the 65 and
older group), behind only women in the 18 to
24 age group.
--
Interestingly enough, women between the ages
of 45 and 55 were just as likely to admit
they would spend more than three hours of an
extra day on beauty or grooming rituals as
the beauty indulgent 18 to 24 age group.
"Beauty Sleep" Isn't Just a Saying
Given an extra day in the year, nearly half
of all women (44 percent) claim they would
indulge in extra sleep or pampering rituals
in the comfort of their own home.
And almost
half of women (45 percent) between the ages
of 35 and 44 would choose to pamper
themselves at home if they had an extra day
in the year, with a full 48 percent choosing
extra beauty rest, making sleep a slightly
more popular activity than a traditional
beautifying day at home.
While nearly
30 percent admit they hadn't a clue that
their skin undergoes a renewal process while
resting, the 44 percent that owned up to
choosing sleep if they had an extra day in
the year are clearly on the right track.
Beauty and
Aging: Feelings and Habits
In addition
to women's perceptions on aging and what
they would do with an extra day, the
AVEENO(R) Extra Day survey also looked into
how women feel as they get older, what their
aging concerns are, and how they fight the
signs of aging. Highlights include:
-- Nearly
three in five women (59 percent) say that
the effects of aging have some level of
importance in their lives with nearly a
quarter saying it's very important to them.
-- While
health is understandably the primary aging
concern for women, skin is the second
largest aging concern ahead of weight gain
and grey hair.
-- Sagging
or loss of firmness is the greatest skin
aging concern of women 55 and older,
followed directly by wrinkles. For all
women younger than 55, wrinkles tops the
list of their greatest skin aging concerns.
-- Women
between the ages of 18 and 24 are more
likely to confess that they spend more than
30 minutes a day on their beauty routine,
while women aged 65 and older are most
likely to say they spend 30 minutes or less
a day.
-- More
than a third of women believe that the sun
affects skin the most, making it the most
recognized barrier to skin health. However
there is a difference in the amount of women
who actually wear sunscreen daily;
--only
45 percent of women say they wear SPF daily
to fight or correct the signs of aging.
-- Almost
half of women between the ages of 35 to 44
say they use roducts to fight the signs of
aging, while over 50percent of women between
the ages of 45 to 64 say they use anti-aging
skincare products to fight or correct the
signs of aging.
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