CLINIQUE's TRUTH/BEAUTY SURVEY -HIGHLIGHTS- Following find a brief analysis of the most striking survey results. -FURTHER OPTIONS- For survey background information and a listing of other survey-related files, see file: truth_beauty_survey I. WOMEN AND AGING: THE BIG SURPRISE It may be no surprise that women want to look attractive at every age. What may be surprising is that this does not translate into a panicked obsession about turning back the clock. >Most women--74%--accept aging as a natural part of life and are NOT CONCERNED WITH LOOKING YOUNG. >Women are not terrified over losing their figure, their job or their mate as they grow older. >And they don't hate mirrors--77% say they're HAPPY WITH WHAT THEY SEE. In fact, women believe aging brings many positive changes. >Close to 9 IN 10 say they feel MORE CONFIDENT and MORE ACCEPTING as they get older. >86% feel MORE CAPABLE, and 84% say their SELF-ESTEEM HAS INCREASED. Fears about aging actually decrease as women grow older. >It is younger women--especially THOSE UNDER 30--who are most AFRAID OF THE CHANGES AGING MIGHT BRING. Older women, armed with greater confidence and experience, find that aging isn't bad. Women may be comfortable with aging, but they still want to look good. >1/2 concede they CARE WHETHER MEN LIKE THEIR LOOKS. But 45% wish they didn't. >45% admit they ARE CONCERNED ABOUT LOOKING OLDER, a sentiment which increases through the 20's and 30's, peaks among women in their 40's and declines dramatically after that. >Nearly all--97%--say they WANT TO LOOK THE BEST THEY CAN FOR THEIR AGE. >At the same time, 7 in 10 say they are willing to do whatever they can to stay looking young. "YOUNG," however, IS DEFINED by these women AS LASTING WELL INTO THEIR 50'S, and as women get older, the age they consider "the end of youth" moves upward to 65. >The key is that women know they can take action to maintain an attractive appearance. 70% SAY COSMETICS ARE an IMPORTANT tool for looking attractive. >As one woman puts it, "Aging is not a passive process; there's a lot people can do to be responsible about their own health and aging." Youth is not a prerequisite of beauty. Nearly all--96%--of women ANSWER THE QUESTION "DOES BEAUTY EQUAL YOUTH?" WITH A RESOUNDING "NO." >Good looks are only a minor component of a woman's attractiveness. Her personality is what really matters--her confidence, sensitivity and sense of humor. Women wish society was as well-adjusted about aging as they are. >Women believe society places too much emphasis on getting older and on appearance. >THEY FEEL MEN STILL HAVE IT EASIER IN LIFE and in getting older than women do, especially when it comes to job opportunities and having their opinions respected. >HOWEVER, women have something to look forward to. 46% OF WOMEN OVER 60 SAY THAT AT THEIR AGE LIFE IS EASIER for a woman, compared to the 28% who say men have it easier. And women don't buy into the adage "Men get distinguished, women just get old." They say MEN AND WOMEN HAVE FAIRLY EQUAL CHANCES OF BEING SEXUALLY APPEALING as they grow older. II. THE BEAUTY BUSINESS Women not only rely on cosmetics, they enjoy shopping for them and think beauty companies are doing a good job delivering what they want and need. >STEPPING UP TO THE COSMETICS COUNTER is an enjoyable experience. Most women say THEY FEEL WELCOMED (80%) AND COMFORTABLE (76%) there. >Women think beauty companies provide the information and products they want. >Six in ten believe these COMPANIES PROVIDE THE INFORMATION THEY NEED on the factors which affect them as they get older. Close to 9 in 10 (88%) say beauty COMPANIES PROVIDE THE PRODUCTS THEY NEED, and 78% feel cosmetic SALESPEOPLE UNDERSTAND THEIR NEEDS. Women are looking for models their own age in fashion magazines. >More than 9 IN 10 women in their 40's and 50's WANT TO SEE MODELS THEIR OWN AGE featured in magazines.