PRESS RELEASE: Clairol
Written: Friday 26th June, 2009
PICTURE PERFECT
NEWS COPY
The age of 28 has been identified as the Perfect Age, when women feel most happy with their love life, self confidence and body shape.
Not only do they believe they look their best, but their confidence peaks and they have the best sex!
However it would seem that their happiness is relatively shortlived. By the time they have turned 30, they are increasingly worried about greying, thinning and unmanageable hair with 72% believing that aging hair (defined as thinning, coarsening, greying) is most likely to reveal their age followed by wrinkles (67%). Two thirds of women feel they age more quickly than men so it's perhaps not surprising that of the women surveyed, the average rating they gave themselves for their appearance was 5 out of 10.
"It's no wonder that women feel their hair most lets them down past 30." says Gary Richardson, creative director of the Daniel Hersheson salon at Harvey Nichols. "At this age it is normal for women to start to experience hair loss while emerging greys will have an impact on the look and the feel of the hair. Grey hair tends to be drier and coarser, causing hair to lose its youthful vitality and shine. Wiry and unruly hair is a big age give-away."
The obvious answer is to colour the hair. Earlier this year hair colourant came third in a list of '20 Beauty Items We Can't Live Without'*, while Mintel predicts that the market will be worth £283m by 2012, up £28m from 2008.** However, while most home hair colourants can remedy the appearance of greys, little could be done to disguise the tell tale signs of deteriorating texture - that is until now.
"Perfect 10 signals our biggest breakthrough in home hair colour chemistry in 50 years." says a Clairol Perfect 10 spokesperson. "Harnessing P&G expertise in fibre bleach chemistry, developed through its connections with the Fabric Care group, Perfect 10 features break-though technology that really does deliver colour without compromising your age. AminoGlycine works not only in ten minutes, but has a lower pH than conventional technology(ten times less alkalinity in fact) which leads to better preservation of the hair's natural protective coating. Hair looks and feels like it did at 28 - thought by many women to be the age at which they look their best."
"Having a 'good hair day' is essential to success both at work and in love , as many women still feel their hair is their crowning glory", says psychologist Corinne Sweet. "Considering Clairol Perfect 10 found that women have 6 bad hair days a month, anything women can rely on to improve their hair at home, in the minimum of time with guaranteed results can mean a huge lift in well-being, confidence and self-esteem. This can help women feel they are in the driving seat in their lives, despite the challenging times of modern life and always being on the go."
The study of 25-65 year olds recorded the age at which women were most content in 12 key areas of their life. Research claimed that women are happiest in their career at 29 and one year later at 30, are happiest with their relationships, despite having the best sex at 28. But all is not lost for the over 30s, as women feel happiest with their financial situation at 33 and at ease with their home and family life at 32.
56% of women worry about losing their looks as they get older and the average woman will spend around £600 every year, or more than £49 a month on beauty products
Hair products account for HALF their weekly beauty spend costing up to £300 per year
Women spend over five days a year on their beauty routine - an average of 22 minutes every day, and more than 12 minutes each day doing their hair
ENDS
Research conducted by global market research company www.onepoll.com
