Cold Weather Means Higher Demand for Dry Skin Solutions

BY Rachel Cagle
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With winter's toughest weather on its way, Americans are turning to the web for answers about resolving their dry skin as the temperature drops. From weather conditions like harsh winds to common behaviors like increasing the temperature on the thermostat, winter often causes a rise in flare-​ups of skin conditions, including eczema, psoriasis and just flat-​out dry, itchy skin.

In fact, 82% of Americans feel that the winter months are when their skin is at its worst, according to survey results from CeraVe®, conducted online by Harris Poll among more than 2,000 U.S. adults.

The key factor for maintaining healthy skin through the toughest parts of the year is keeping skin hydrated. Winter weather and activities to warm up can leech moisture from the skin, so hydration is essential. Dry heat from thermostats, steamy showers and frigid temperatures outside are contributing factors to the loss of hydration and damage to the skin barrier. Ceramides (skin barrier forming and moisture-​retaining lipids in the skin) are a crucial component of the skin barrier and help seal in moisture and seal out impurities. Ceramide deficiency occurs naturally in skin over time, but can be exacerbated during the winter, triggering uncomfortable skin conditions associated with the season. People prone to skin conditions like eczema, psoriasis and even acne are especially impacted, as the changing weather can lead to flare-​ups, making ceramides even more vital to a proper skincare routine.

Obtaining healthy skin in the winter is possible by giving skin the extra care and hydration it needs. However, the CeraVe® survey found that 30% of Americans do not add any additional products to their skincare routines in the winter and 25% say they do not even have a skincare routine.

Dermatologist Patients are heavily influenced by deals, according to AudienceSCAN. Last year, these consumers took action after receiving direct mail ads/​coupons and seeing ads on daily deals sites such as Groupon.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on cosmetics/​skin care shops and drug stores/​pharmacies, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.