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© ALL R IGHTS RESERVED 2011

NOVEMBER 23 , 2011

Wellness is a vague concept that becomes more motivating when it is delivered to shoppers in specific promises they can relate to -- how their body feels, how their mind responds, and what they see when they look in the mirror.

2 © ALL RIGHTS RESERVED 2011

Certain signals tell people that they are healthy, and more women than men have a list of signals to reassure them they are healthy. But don’t count men out, 2/3 also have a healthy body checklist.

»! Topping the list is a body that is well rested, and a mind that is positive and energized. Collectively, this is the ultimate image of wellness to deliver.

»! Being at the right weight is important, too. (Maybe not the lowest weight, but the right weight.)

»! Where men and women divide is in the importance they place on appearance to reinforce that they are well. About half of women look in the mirror to check their state of wellness, and when they see shiny hair, glowing skin and bright eyes they know they are “healthy”.

HOW PEOPLE KNOW THEY ARE HEALTHY

(SEE APPENDIX TABLE 1)

Q: What does being healthy mean to you? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011

SIGNALS OF HEALTH TOTAL MEN WOMEN

Base: Total 1501 736 765 A B C % % %

BODY

Being rested (enough sleep) 73 66 79 B

Being at the right weight 69 63 74 B

Able to move easily 60 54 65 B

Looking good in my clothes 39 32 47 B

MIND

Feeling positive 67 60 74 B

Feeling energized 67 64 70 B

Feeling mentally balanced 60 54 66 B

APPEARANCE

Having white teeth 37 31 43 B

Having bright eyes 36 26 47 B

Having clear, glowing & moist skin 35 20 49 B

Having shiny hair/in good condition 34 17 50 B

Having strong nails 19 10 28 B


The same body messages for assessing wellness are available to everyone, but certain signals become more important as people age.

»! Not surprising, more “older people” monitor signals of health - especially around alertness (being rested & feeling energized) and body condition (being the right weight & staying flexible).

»! As people pass 35 years, keeping eyes shiny and bright becomes more important.

»! Signals monitored equally (or slightly closer by younger people) focus around appearance, specifically, white teeth (a sign of the whitening strips and mouthwash ads they grew up with), and strong nails (a sign of their generation when manicures, wraps and lacquer treatments have been part of the grooming routine they grew up with).

CHECKING SIGNALS OF HEALTH CHANGES BY AGE


SIGNALS OF HEALTH 18-34 35-54 55+

Base: Total 437 574 490 A B C % % %

BODY

Being rested (enough sleep) 66 75 A 76 A

Being at the right weight 62 68 A 75 AB

Able to move easily 52 59 A 68 AB

Looking good in my clothes 42 39 37

MIND

Feeling positive 64 66 71 A

Feeling energized 60 68 A 72 A

Feeling mentally balanced 56 61 62 A

APPEARANCE

Having white teeth 38 40 C 32

Having clear, glowing & moist skin 35 35 34

Having shiny hair/in good condition 34 35 33

Having bright eyes 30 38 A 40 A

Having strong nails 22 B 17 19

Q: What does being healthy mean to you? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


People do many things to maintain a healthy-looking appearance, especially women.

»! Classic wellness practices like taking vitamins, getting more exercise and sleep, also support looking healthy – especially for women.

»! Women are especially willing to take better care of their teeth (51%), take better care of their skin (49%) and buy better products to help them with their skin care (30%).

»! Fewer focus on their hair (39%) and nails (30%).

»! SPF protection is important to 34%.

»! Avoiding products that add pounds (40%), and caffeine (18%) and alcohol (20%) are also important – these last two are score as high with men.

»! Tanning, using more professional services (e.g. salon services & trainers) or going as far as wearing body shapers and getting cosmetic surgery are practiced by fewer than 10% of men and women. (See appendix table 2)

WHAT PEOPLE DO TO APPEAR HEALTHY


PRACTICES FOR MAINTAING APPEARANCES TOTAL MEN WOMEN

Base: Women 1501 736 765 NOTE: Practices under 10% not shown A B C

% % %

Take vitamins 52 46 57 B

Get more exercise 49 47 50

Get more sleep 47 41 53 B

Take better care of my teeth 44 36 51 B

Cut out junk food 40 35 44 B

Take better care of my skin 36 21 49 B

Wear make-up (Women Only) 32 -- 32

Take better care of my hair and scalp 29 18 39 B

Use SPF protection 23 12 34 B

Buy better Skin Care products 22 13 30 B

Take better care of my nails 20 9 30 B

Drink less alcohol 20 23 C 17

Buy better Hair Care products 20 14 26 B

Avoid caffeine/coffee 18 16 19

Shave more frequently 15 17 C 13

Buy better Cosmetics (Women Only) 15 0 15

Q: What do you do to have a healthy-looking appearance? HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


»!Wellness Adds Value. A lasting impact from the tough economy is shoppers’ focus on price vs. their values. In earlier PULSE releases we have emphasized shoppers’ resistance to “new improved” especially if it costs more. We have also reported that the majority of shoppers pause before they buy to ask “Is this a smart use of my money?” This PULSE outlines the benefits that will help shoppers value your product at the price you ask.

INSIGHT TO ACTIVATE

TO T H E A P P E N D I X TA B L E S

HOLISTIC HEALTH & APPEARANCE | NOVEMBER 23, 2011


APPENDIX TABLES TABLE 1 DEFINITION OF “BEING HEALTHY” »! A: By Demographics

»! B: By Retailer Shoppers

TABLE 2 PRACTICES IN MAINTAINING A “HEALTHY-LOOKING” APPEARANCE

»! A: By Demographics »! B: By Retailer Shoppers


TOTAL GENDER AGE INCOME ETHNICITY JULY 2011 Men Women 18-34 35-54 55+ <$50K $50k-

$99K $100K+ Caucasian Hispanic African American

Base: Total Respondents 1501 736 765 437 574 490 736 548 217 1036 201 182 A B C D E F G H I J K L % % % % % % % % % % % %

Being rested (enough sleep) 73 66 79 B 66 75 D 76 D 75 I 72 68 73 70 77

Being at the right weight 69 63 74 B 62 68 D 75 DE 68 69 70 71 K 60 71 K

Feeling energized 67 64 70 B 60 68 D 72 D 67 68 66 68 65 67

Feeling positive 67 60 74 B 64 66 71 D 68 68 61 68 62 73 K

Feeling mentally balanced 60 54 66 B 56 61 62 D 61 60 57 59 61 66

Able to move easily 60 54 65 B 52 59 D 68 DE 62 I 59 54 61 55 62

Looking good in my clothes 39 32 47 B 42 39 37 38 41 38 40 37 43

Having whiter teeth 37 31 43 B 38 40 F 32 38 37 35 36 38 47 J

Having bright eyes 36 26 47 B 30 38 D 40 D 38 35 34 37 K 29 42 K

Having clear, glowing, moist skin 35 20 49 B 35 35 34 36 34 30 33 33 47 JK

Having shiny hair/ in good condition 34 17 50 B 34 35 33 36 33 29 35 29 32

Having strong nails 19 10 28 B 22 E 17 19 21 17 18 18 20 25 J

Being tan 7 6 8 7 8 F 5 6 7 9 8 5 4

TABLE 1A: DEFIN IT ION OF “BEING HEALTHY”

Q: What does being healthy mean to you? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey

conducted in July, 2011


TABLE 1B: DEFIN IT ION OF “BEING HEALTHY”

Q: What does being healthy mean to you? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey


. TOTAL IN THE PAST WEEK IN THE PAST 3 MONTHS MASS MERCH. DRUG STORE WAREHOUSE CLUB DOLLAR STORE SUPERMARKET ONLINE DEPARTMENT STORE

Total WMT TGT Total CVS WG RA Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS Total Total MCY KHLS

Base: Total Respondents 1501 944 775 379 1025 197 275 89 552 168 220 839 141 88 884 330 160 174 140 906 720 143 244 A B C D E F G H I J K L M N O P Q R S T U V W % % % % % % % % % % % % % % % % % % % % % % %

Being rested (enough sleep) 73 79 81 78 78 79 77 76 77 79 77 79 80 75 77 77 77 78 75 76 80 84 80

Being at the right weight 69 75 75 75 75 77 73 73 73 71 75 73 74 69 72 73 68 77 S 66 74 74 73 77

Feeling energized 67 74 74 77 74 73 72 70 74 69 76 73 73 68 74 78 S 71 82 OQS 69 72 74 75 75

Feeling positive 67 72 T 73 74 72 T 73 71 65 72 73 75 73 T 72 73 73 T 72 76 75 69 68 73 T 76 77

Feeling mentally balanced 60 67 67 68 67 68 62 66 65 63 66 66 66 68 65 64 63 67 62 63 66 69 68

Able to move easily 60 65 66 68 65 66 62 60 64 64 67 64 65 64 63 66 62 68 65 63 63 66 67

Looking good in my clothes 39 43 45 47 43 44 37 36 42 42 44 44 39 42 42 45 Q 36 45 40 41 46 52 46

Having whiter teeth 37 43 T 44 48 41 35 39 39 41 38 43 44 T 40 41 40 43 46 44 41 38 44 T 45 42

Having bright eyes 36 42 43 43 40 32 39 30 40 38 45 42 40 43 39 40 39 45 42 39 42 47 40

Having clear, glowing, moist skin 35 41 42 47 40 H 37 36 26 39 36 44 41 38 38 37 40 43 39 39 38 42 50 41

Having shiny hair/ in good condition 34 41 41 43 39 H 35 37 28 37 36 42 40 39 41 37 37 43 43 39 38 39 42 38

Having strong nails 19 22 23 25 21 H 20 17 12 20 17 20 24 21 22 20 20 27 25 25 21 23 24 18

Being tan 7 7 7 7 8 8 7 4 8 6 6 7 4 3 7 8 8 12 O 11 6 8 8 6





Taking vitamins 52 46 57 B 36 52 D 65 DE 51 54 49 54 K 45 51

Getting more exercise 49 47 50 51 47 49 46 51 55 G 47 52 52

Getting more sleep 47 41 53 B 46 47 47 49 I 47 41 44 51 57 J

Taking better care of my teeth 44 36 51 B 45 43 43 44 47 I 38 42 47 50

Cutting out junk food 40 35 44 B 39 39 41 40 41 37 37 45 J 46 J

Taking better care of my skin 36 21 49 B 39 F 36 31 36 35 35 32 40 J 45 J

Wearing make-up (Women only) 32 0 32 37 29 32 31 35 31 35 KL 25 25

Taking better care of my hair and scalp 29 18 39 B 30 28 28 32 I 28 23 26 32 43 JK

Using SPF protection 23 12 34 B 22 23 24 21 24 30 GH 25 L 23 15

Buying better products for my skin 22 13 30 B 23 23 19 22 23 18 19 27 J 32 J

Drinking less alcohol 20 23 C 17 21 20 19 20 21 16 19 22 25

Taking better care of my nails 20 9 30 B 23 19 19 22 18 18 18 21 26 J

Buying better products for my hair 20 14 26 B 22 20 18 20 20 18 18 22 27 J

Avoiding caffeine/ coffee 18 16 19 23 EF 15 16 20 I 16 13 16 20 24 J

Shaving more frequently 15 17 C 13 23 EF 17 F 7 16 14 16 15 17 14

Buying better make up (Women only) 15 0 15 20 F 14 11 15 16 13 14 17 15

Getting a tan 7 6 9 B 9 F 8 F 4 6 9 G 8 8 L 6 L 2

TABLE 2A: PRACTICES IN MAINTAIN ING A “HEALTHY-LOOKING” APPEARANCE

Q: What are you doing to have a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on national Internet survey






Getting salon treatments for my hair 6 2 10 B 7 5 7 6 6 7 6 6 10 J

Getting pedicures more often 5 2 8 B 7 5 5 5 5 8 5 5 8

Getting manicures more often 5 3 6 B 6 5 4 5 4 7 5 4 6

Wearing body shapers 4 2 6 B 5 5 2 4 3 6 H 3 2 8 JK

Getting facials more often 4 3 4 4 4 2 4 3 6 3 4 7 J

Working with a trainer 3 4 3 6 EF 3 1 2 3 7 GH 3 5 4

Getting cosmetic procedures or surgery 2 3 2 3 2 2 2 3 4 2 1 4

Nothing 10 13 C 7 11 10 9 10 10 7 11 7 7

TABLE 2A (CONT. ) : PRACTICES IN MAINTAIN ING A “HEALTHY-LOOKING” APPEARANCE






TOTAL IN THE PAST WEEK IN THE PAST 3 MONTHS

MASS MERCH. DRUG STORE WAREHOUSE CLUB DOLLAR STORE SUPERMARKET ONLINE DEPARTMENT STORE



Taking vitamins 52 56 56 58 58 60 54 53 59 62 63 55 49 57 56 54 54 63 54 56 58 59 60

Getting more exercise 49 53 52 57 53 53 47 47 57 58 57 54 47 49 53 55 56 52 56 53 56 57 56

Getting more sleep 47 51 54 53 51 H 49 53 H 39 51 54 52 52 T 47 50 49 46 48 57 P 47 48 54 T 53 51

Taking better care of my teeth 44 50 51 53 48 47 47 43 49 48 50 49 40 40 49 49 48 50 48 47 53 T 53 50

Cutting out junk food 40 43 44 49 44 H 48 H 44 H 31 45 45 43 43 36 40 43 41 46 52 OP 47 42 45 46 41

Taking better care of my skin 36 41 42 48

BC 40 F 31 40 F 30 42 41 39 40 M 30 30 39 38 43 41 44 40 43 54 UW 40

Wearing make-up (Women only) 32 36 34 42 36 34 31 38 33 26 37 35 26 27 35 40 31 42 29 36 42 IL 48 43

Taking better care of my hair and scalp 29 36 O 38 37 33 H 27 34 H 22 32 29 32 36 29 32 31 32 26 31 27 32 35 38 30

Using SPF protection 23 27 27 32 27 22 27 24 30 32 30 26 21 25 26 25 36 OP 30 29 26 31

LOT 29 30

Buying better products for my skin 22 26 26 30 26 22 24 18 25 21 27 27 21 24 25 26 24 28 25 24 28 30 23

Drinking less alcohol 20 24 24 25 23 22 22 15 23 20 22 24 MT 16 30 M 22 22 26 24 30

OP 20 24 17 23

Taking better care of my nails 20 25 25 28 24 18 24 18 24 20 24 24 18 22 23 23 26 27 22 23 25 30 26

Buying better products for my hair 20 24 25 28 23 H 18 20 13 23 20 23 25 23 19 22 22 22 26 24 23 25

W 29 W 18

Avoiding caffeine 18 21 21 27 BC 19 20 19 16 20 22 15 20 18 14 19 20 23 19 24 18 20 18 18

TABLE 2B: PRACTICES IN MAINTAIN ING A “HEALTHY-LOOKING” APPEARANCE




TOTAL IN THE PAST WEEK IN THE PAST 3 MONTHS

MASS MERCH. DRUG STORE WAREHOUSE CLUB DOLLAR STORE SUPERMARKET ONLINE DEPARTMENT STORE



Shaving more frequently 15 16 17 18 17 13 15 15 16 15 12 19 M 7 19 M 17 17 15 17 19 16 18 14 15

Buying better make up (Women only) 15 16 18 20 17 12 16 15 17 12 15 16 13 8 17 17 19 17 14 18 20 20 19

Getting a tan 7 8 9 9 9 8 7 6 9 6 10 8 M 3 3 8 8 8 10 9 8 9 V 3 9

Getting salon treatments for my hair 6 7 7 10 7 H 6 5 1 9 9 7 7 6 6 7 8 9 10 7 7 8 10 6

Getting pedicures more often 5 7 7 8 6 5 4 4 7 7 6 6 3 6 7 5 11

OP 9 11 P 6 8 9 7

Getting manicures more often 5 6 6 9 B 6 4 5 1 6 5 4 6 4 5 6 5 11 P 10 P 11

OP 5 7 8 6

Wearing body shapers 4 5 6 5 5 4 2 1 6 5 5 5 M 1 1 4 5 6 7 7 5 6 6 4

Getting facials more often 4 4 4 6 4 2 5 FH 0 6 5 5 4 1 7 M 4 3 6 6 7 4 5 7 3

Working with a trainer 3 4 4 7 B 4 1 3 2 5 5 3 4 3 2 4 4 7 6 9 OP 4 5 3 3

Getting cosmetic procedures or surgery 2 2 3 3 2 2 1 1 4 2 3 2 1 2 2 2 5 3 8 OP 2 3 8 UW 2

Nothing 10 8 9 6 7 6 7 15 EFG 7 4 10 J 7 11 9 9 U 8 6 6 11 7 6 3 8 V

TABLE 2B: PRACTICES IN MAINTAIN ING A “HEALTHY-LOOKING” APPEARANCE

307 SEVENTH AVENUE SUITE 1707

NEW YORK NY 10001

P 212.924.7780 | F 212.924.7608 | E [email protected]

© W S L M A R K E T I N G I N C . A L L R I G H T S R E S E R V E D 2 0 11

CONTACT PAUL MENICHELLI @ [email protected] FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH

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