American Women Dish on Their Views on Aging, Beauty and What They'd Do for Themselves...

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
- In Time for Leap Year, AVEENO(R) Releases Results from their Nationwide
'Extra Day' Survey -

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). "The new AVEENO(R)
POSITIVELY AGELESS(TM) Lifting & Firming line delivers clinically proven
anti-aging results and requires little extra time out of a woman's day. In
fact, the POSITIVELY AGELESS(TM) Lifting & Firming Night Cream in the line
features an ACTIVE NATURALS(R) formula comprised of the Natural Shiitake
Complex and a special Wheat Protein to fight lines and wrinkles while lifting,
firming and strengthening skin elasticity during sleep, leaving more time in
the day for women to focus on what really matters."
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
AVEENO(R) also took a look at women's perceptions on "beauty sleep."
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
anti-aging skincare products to fight the signs of aging, while over 50
percent of women between the ages of 45 to 64 say they use anti-aging
skincare products to fight or correct the signs of aging.

For further information, regional statistics and complete survey results
from the AVEENO(R) Extra Day survey, or to learn more about the new AVEENO(R)
POSITIVELY AGELESS(TM) Lifting & Firming line of products, please visit
www.positivelyageless.com or contact Marcela Bequillard or Erin Wolf at Rpr
Marketing Communications at 212-317-1462.
About AVEENO(R):
AVEENO(R), one of the brands of the Johnson & Johnson Consumer Products
Company, is the leader in ACTIVE NATURALS(R) technology, including Oatmeal,
Soy, Shiitake Mushrooms and Feverfew. Recommended by dermatologists and
pediatricians for over 60 years, the brand is committed to developing
breakthrough product formulations with new and existing natural ingredients
that are clinically proven to deliver real skincare benefits. The AVEENO(R)
line includes skincare products for face, body, baby and sun protection. For
more information about the AVEENO(R) brand and its product offerings, visit:
www.aveeno.com.
About The AVEENO(R) Extra Day Survey:
This survey was conducted via phone by Opinion Research Corporation on
behalf of AVEENO(R) between January 24 and January 28, 2008 among 1,021 U.S.
women 18 years of age or older. Completed interviews are weighted by four
variables: age, sex, geographic region, and race, to ensure reliable and
accurate representation of the total population, 18 years of age and older.
The raw data are weighted by a custom designed program which automatically
develops a weighting factor for each respondent. Each respondent is assigned
a single weight derived from the relationship between the actual proportion of
the population with its specific combination of age, sex, geographic
characteristics and race and the proportion in our CARAVAN sample that week.
SOURCE AVEENO(R)

Marcela Bequillard of Rpr Marketing Communications for AVEENO(R),
+1-212-317-1462, Marcela.bequillard@rprny.com