Retail sales enjoyed a long needed boost this holiday season, but when it comes to anti-aging beauty products, affluent women are still looking to cut costs, according to Prevention magazineâ€™s 2010 annual â€œDefy Your Ageâ€ study.
Of the 1,500 women in the study, 27% said they look to pay less on products they already buy,Â 16% changed brands andÂ 14% stopped using a product altogether due to cost.
Most women see a difference between eye cream, day cream and body cream brands, but fewer are willing to pay for a high priced product. Only 35% of the women surveyed said they would pay premium for eye cream, while 32% would pay top dollar for a day cream.
But being dollar savvy doesnâ€™t stop women from desiring to look their very best. When it comes to instant products that address the signs of aging by â€œfillingâ€ or â€œfreezingâ€ wrinkles, 57% of the women surveyed said they are likely use such cosmetics.