85% Of Women Worry Their Hands Look Too Old

BY Rachel Cagle
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Nestlé Skin Health announced today results of the 'Face Your Hands' survey showing the majority (78%) of women ages 40 and older wish they could change the way their hands look. Additionally, 60% reported they have actually taken steps to hide their hands because they are self-​conscious about the way their hands look, and nearly 2 in 3 (63%) women are interested in having a non-​surgical cosmetic procedure or treatment to improve the appearance of their hands.

The nationally representative survey was conducted by Wakefield Research among 1,000 U.S. women, ages 35+ between February 26 and March 5, 2018 using an email invitation and an online survey. The data points in this release represent data collected among women ages 40+.

According to AudienceSCAN, 12.7% of U.S. adults are Dermatologist Patients. Roughly 53% are female, 28% are ages 65 and older and 50.4% live in the suburbs.

"Over time, the skin on the hands loses volume, which can result in a less youthful appearance," stated Dr. Joel L. Cohen of Colorado, Board-​Certified dermatologist. "I find that while many women spend time perfecting their facial beauty routine, they tend to forget about their hands."

It is the personal goal of 28.1% of Dermatologist Patients to improve their appearances this year, according to AudienceSCAN. Also this year, 33.9% would like to make purchases that help them feel attractive.

While the survey found that women want to change the appearance of their hands, most (54%) believed there was nothing that could be done to prevent signs of aging on their hands. Among the other survey findings:

  • The majority (85%) have noticed signs of aging on their hands as they've grown older.
  • Nearly 2 in 3 (65%) women think their hands make them look older than their age.
  • Nearly 3 in 5 (56%) women have mistakenly thought someone was older than they were because of the way their hands looked.
  • Half (50%) of women polled are likely to use a filter or photo editor to improve the look of their hands before posting a picture of their hands on social media.

"This survey reflects what I hear from many of my patients who feel that their aging hands do not match their youthful faces," said dermatologist Dr. Ava Shamban. "Most women don't realize that the appearance of prominent wrinkles, bones, bulging veins and visible tendons are signs of volume loss in the hands and contribute to an aged look."

Dermatologists can promote their hand-​based services to their patients through a number of advertising media. Last year alone, 67.8% of Dermatologist Patients took action after seeing a TV ad and 65.8% were motivated by ads or coupons they received via direct mail. This audience is also 24% more likely than other adults to take action after seeing ads in magazines.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.