P&G study points to consumer preference for at-home treatments

By Lucy Whitehouse

- Last updated on GMT

P&G study points to consumer preference for at-home treatments
Presenting its latest innovation at the recent annual meeting of the American Academy of Dermatologists, consumer goods multinational P&G revealed that convenience was a key factor in consumer choice of treatments.

When presented with two exfoliating devices with comparable efficacy, consumers were inclined towards the at-home version according to the beauty manufacturer, noting their appreciation of the greater flexibility and convenience of self-application than that offered by professional treatment.

The company, key player in the health and beauty arena, also presented its findings on the efficacy of artichoke extract as an anti-aging active.

At-home on the rise

The P&G scientists explained that their cosmetic exfoliating system (CES) exfoliated at least as well as the benchmark professional microdermabrasion (MDA) system after a 7-day course of treatment.

As part of their recent data launch on the latest global trends, market research firm Euromonitor observed that at-home treatments are taking off.

These treatments are “viewed both as a pampering experience, as well as a cost-saving solution keep rising, with face masks being the highest growth segment within skin care​,” the firm stated.

Dr Peter Luebcke, senior technology consultant, consumer products, at Sagentia, recently highlighted the increasingly central position of at-home devices and treatments.

"There is a new device opportunity in the cosmetics and beauty industry that meets home-use and FDA regulated standards, but also creates a product with perceptible benefits for the consumer,"​ says Luebcke.

"Through innovative approaches and a number of technological modalities, at-home devices can deliver greater efficacy and personalization for the everyday consumer."


Other findings presented focused on the anti-aging properties of artichoke extract, which “has previously been shown to positively affect skin health and structure biomarkers in in vitro skin models,​” according to the scientists.

The use of a cosmetic moisturizer formulation containing artichoke extract significantly improved the appearance of eye area fine lines and wrinkles over the course of the 12 week study, during which participants applied the moisturizer twice daily.

The results, according to the company, indicate that the use of a moisturizing formulation containing the ingredient can reverse the appearance of fine lines and wrinkles, though the speed at which this takes places varies depending on the age of the consumer. 

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