Facing The Facts About Ageing

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Facing The Facts About AgeingHong Kong Womens
Attitude Towards Ageing And Wrinkles Survey
Speakers Dr. Robert Chung / Ms. Karie Pang The
University of Hong Kong Public Opinion Programme
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Sample overview
Objective To understand Hong Kong womens attitude towards ageing and wrinkles
Targets Women aged 35-60, who have used skin care products or services in the last 3 months, and have not worked in ad agencies or market research agencies
Date August 15-18, 2003
Organization University of Hong Kong Public Opinion Programme
Method Telephone interview through random sampling
Successful response 534 people
Success rate 78.1 (based on qualified targets)
Sampling error Less than 2.2
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Demographic Information
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Age
Successful samples 534
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Marital status
Successful samples 527
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Occupation
Successful samples 530
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Job nature
Successful samples 197 (with full-time job)
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Monthly personal income
Successful samples 187 (with full-time job)
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Education level
Successful samples 530
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Survey Results
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Hong Kong Womens Attitude Towards Ageing
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Respondents worries about ageing
Question On aging, will you worry about the
following?
Inability to participate in activities that you
used to do
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Almost 60 respondents believe maintaining a
youthful look is important
Question How important do you believe in
maintaining a youthful look?
Successful samples 534
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Respondents think maintaining a youthful look can
increase self-confidence, project a good
impression and help with career and love life
Question Do you think a youthful look can...
Successful samples 534
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Over 80 respondents want their face to look
young for their age
I want my face to look young for my age
Successful samples 534
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Over 70 respondents will use skin care products
/ cosmetics / treatments to improve their facial
appearance
If necessary, I will use skin care
products/cosmetics/treatments to improve my
facial appearance
Successful samples 534
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Wrinkles of Hong Kong Women
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Almost 60 respondents have dynamic wrinkles
Question Which of the following statements best
describes you?
No wrinkles when relaxed, but have wrinkles when
making certain facial expression(s) such as
laughing or frowning
No wrinkles even when laughing or frowning
Have wrinkles when not laughing or frowning
Dont know/hard to tell
Successful samples 534
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Most respondents have their first wrinkle at
36-40 years old
Question At what age did your first wrinkle
appear?
Successful samples 356 (those with wrinkles)
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Crows feet, frown lines on forehead and between
eyebrows are the most common types of wrinkles
Question Do you currently have the following
wrinkles?
Successful samples 356 (those with wrinkles)
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Over 70 respondents think Ivan Ho Sou Sun has
the most wrinkles on forehead
Question Among the male celebrities, who do you
think has the most wrinkles/frown lines on
forehead?
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Successful samples 534
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Over 30 respondents think if Ho Sou Suns
wrinkles appear on their face, theyll look more
than 10 years older
Question If his (Ho Sou Suns) wrinkles appear
on your face, how many years older do you think
you will look?
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Successful samples 385 (those think Ho Sou Sun
has the most wrinkles on forehead)
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30 respondents have tried to reduce their
wrinkles
Question Have you even tried to reduce your
wrinkles by any means?
Successful samples 534
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Respondents think collagen is the most effective
method for reducing wrinkles
Question Do you think the following methods can
reduce wrinkles?
Successful samples 160 (those who indicated they
have used means to improve their wrinkle
condition) multiple responses
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Conclusion
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• Most respondents think maintaining a youthful
  look is not only a matter of self reassurance,
  but a way to maintain competitive in womens work
  and love life.
• Most respondents have wrinkles, and they think
  wrinkles would significantly make them look
  older. They have strong desire to maintain a
  youthful look.
• There are different ways of treatments available
  in the market. Yet, respondents are innocent on
  different anti-wrinkle treatments. This implies
  more education is required for women -- they
  should know the pros and cons of different
  treatment options and have their informed
  choice.