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BUSINESS CASUAL
Prevention Serves Age-Defying Cocktails
Prevention was marking the second year of its celebration of "beauty at any age," SVP/publisher Mary Murcko told minonline. The evening honored the seven best age-defying beauty products of the year based on Prevention's tests, in which leading dermatologists monitored a group of 175 women testers, ages 40 and up, for eight weeks. Murcko reported that beauty advertising is up 87% from this year to last year (Prevention has seen an 11% gain in ad pages for January-September of 2010). "Advertisers have truly responded to the signature Defy Your Age call to action,” says Murcko. "Our iPad launch in June was also the kickoff of our first-ever three-month Defy Your Age challenge." At the Aug. 24 event, veggie hors d'oeuvres, fig desserts, mini-manicures, beauty makeovers and dermatologist Dr. David Bank's slightly ominous-sounding Visia Complexion Analysis machine rounded off an evening dedicated to defying age while also embracing it. And as we scanned the faces of the many wrinkle-free guests, we couldn't help dreaming of the days when the words "age defying" made us laugh. COMMENTS
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