Facing The Facts About Ageing“Hong Kong Women’s Attitude Towards Ageing And Wrinkles Survey”

Facing The Facts About Ageing“Hong Kong Women’s Attitude Towards Ageing And Wrinkles Survey”

Speakers: Dr. Robert Chung / Ms. Karie Pang

The University of Hong Kong Public Opinion Programme

Sample overview

Objective To understand Hong Kong women’s 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%

Demographic InformationDemographic Information

Age

11%

18%

30%

18%

23%

0%

5%

10%

15%

20%

25%

30%

35%

35-39 yearsold

40-44 yearsold

45-49 yearsold

50-54 yearsold

55-60 yearsold

Successful samples: 534

Marital status

7% 4%

89%

0%10%20%30%40%50%60%70%80%90%

100%

Successful samples: 527

Occupation

38%

4%

59%

0%

10%

20%

30%

40%

50%

60%

70%

Housewives Full-time Unemployed

Successful samples: 530

Job nature

6%3%

12%

26%

17%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Successful samples: 197 (with full-time job)

Monthly personal income

3% 3% 4% 3%1% 1% 2%

4%

11%

32%

25%

12%

0%

5%

10%

15%

20%

25%

30%

35%

Less th

an HK$5,

000

HK$5,001

-10,00

0

HK$10,00

1-15,0

00

HK$15,00

1-20,0

00

HK$20,00

1-25,0

00

HK$25,00

1-30,0

00

HK$30,00

1-35,0

00

HK$35,00

1-40,0

00

HK$40,00

1-45,0

00

HK$45,00

1-50,0

00

Above H

K$50,00

0

Don't kn

ow/ha

rd to t

ell

Successful samples: 187 (with full-time job)

Education level

10%1%

7%

21%

59%

2%0%

10%

20%

30%

40%

50%

60%

70%

Successful samples: 530

Survey ResultsSurvey Results

Hong Kong Women’s Attitude Towards AgeingHong Kong Women’s Attitude Towards Ageing

Respondents’ worries about ageing

Weight gain

OK10%

Worry37%

Not worry51%

Don't know/hard

to tell 2%

OK8%

Don't know/hard

to tell2%

Not worry65%

Worry26%

Wrinkles on face

OK6%

Worry25%

Not worry68%

Don't know/hard

to tell2%

Inability to participate in activities that you used to

do

Question: On aging, will you worry about the following?

Almost 60% respondents believe maintaining a youthful look is important

34%9%

58%Not important Important

Don’t know/hard to tell

Question: How important do you believe in maintaining a youthful look?

Successful samples: 534

Respondents think maintaining a youthful look can increase self-confidence, project a good impression and help with career and love life

53%

77%

62%

81%

0%10%20%30%40%50%60%70%80%90%

Question: Do you think a youthful look can...

Successful samples: 534

Over 80% respondents want their face to look young for their age

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

I want my face to look young for my

age

Successful samples: 534

Over 70% respondents will use skin care products / cosmetics / treatments to improve their facial appearance

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

If necessary, I will use skin care

products/cosmetics/treatments to improve my facial

appearance Successful samples: 534

Wrinkles of Hong Kong WomenWrinkles of Hong Kong Women

Almost 60% respondents have dynamic wrinkles

Question: Which of the following statements best describes you?

10%

26%

57%

7%

0%

10%

20%

30%

40%

50%

60%

Successful samples: 534

No wrinkles when relaxed, but have

wrinkles when making certain facial expression(s) such as laughing or frowning

Have wrinkles when not

laughing or frowning

No wrinkles even when laughing or

frowning

Don’t know/hard to

tell

Most respondents have their first wrinkle at 36-40 years old

15%

42%

5% 4%2%

8%5%

19%

0%5%

10%15%20%25%30%35%40%45%

Question: At what age did your first wrinkle appear?

Successful samples: 356 (those with wrinkles)

Crow’s feet, frown lines on forehead and between eyebrows are the most common types of wrinkles

5%2%

18%21%

65%

33%34%

22%

0%10%20%30%

40%50%60%70%

Question: Do you currently have the following wrinkles?

Successful samples: 356 (those with wrinkles)

6%

53%

3%8% 11%

20%

0%

10%

20%

30%40%

50%

60%

70%

80%

Ho Sou Sun Tung Chee Wah Tse Yin Others Don'tknow/hard to

tell

Successful samples: 534

Answer “Ho Sou Sun” with prompt

Answer “Ho Sou Sun” without prompt

73%

Question: Among the male celebrities, who do you think has the most wrinkles/frown lines on forehead?

Over 70% respondents think Ivan Ho Sou Sun has the most wrinkles on forehead

Over 30% respondents think if Ho Sou Sun’s wrinkles appear on their face, they’ll look more than 10 years older

9%

37%

10%13% 14%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Question: If his (Ho Sou Sun’s) wrinkles appear on your face, how many years older do you think you will look?

Successful samples: 385 (those think Ho Sou Sun has the most wrinkles on forehead)

33%

30% respondents have tried to reduce their wrinkles

Yes30%

Don't know/hard to

tell

3%

No67%

Successful samples: 534

Question: Have you even tried to reduce your wrinkles by any means?

Respondents think collagen is the most effective method for reducing wrinkles

8%

37%

19%19%16%

0%5%

10%15%20%

25%30%

35%40%

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

ConclusionConclusion

Most respondents think maintaining a youthful look is not only a matter of self reassurance, but a way to maintain competitive in women’s 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”.