MOISTURIZERS AS CONSUMER GOODS

Moisturizers form a prominent part of the skin healthcare market, which currently estimated at US$8 billion. It is a growing market.^39,40 The effect on the economy is however not limited to producers of cosmetics or cosmeceuticals. Moisturizers regularly advertised and as such probably give substantial revenue for all media companies. These creams and lotions therefore form a valuable consumer good which is produced and marketed on an industrial scale, and is subject to the same mechanisms as other consumer goods.

Even the word moisturizer is rooted in marketing. It has almost completely replaced the tradi-tional concept of creams or emollients, although one of the important functions of moisturization is emolliency. It is in essence a marketing concept: Unattractive skin is dry and lacklustre; young and attractive skin is moist and supple. Dry skin needs moisture. Moisture is obviously provided by moisturizers. The heavy emphasis on this chain of reasoning has convinced a large number of women that their skin is dry, although it may not be possible to find physical evidence of a sex difference in parameters of dryness.⁴¹ In addition to any biological effects of the moisturizers, their role as consumer goods ensures that they form a part of our commercial environment and the methods used to promote and market moisturizers therefore directly influences human behavior.

14.6 CONCLUSION

There are many reasons to use moisturizers. There is evidence of biological effects, which justify the medical use of moisturizers. In addition, there are however also possible psychological and cultural aspects to the use of these substances, which may provide an underlying drift toward continued use. The application of a moisturizer involves extensive touching either by the self or by another person. Both these forms of touching have psychological implications, which reinforce the use of moisturizers. Historically creams and emollients have been used not only in a medicinal capacity but as cultural elements. Finally, these many aspects are combined in market forces, which strive to meet demand for moisturization and promote expanded use.

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15 New Methodology to Improve