Women change 'beauty' ideas

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Women are backing away from a superficial model of beauty, but most advertisers still cater to obsolete ideals, reports Leo Burnett Co.'s new women's marketing research unit, Leo She. It said it found a shift in women's beauty image to a broader ideal focused on self-esteem instead of dress size. The change is being led by three demographic groups, says Burnett: African-American women, women ages 18 to 24 and aging baby boomers. The study, "Bone deep: What beauty is now and what it means to your business," included focus groups, phone interviews and a segmentation study with more than 300 women.

Copyright June 1998, Crain Communications Inc.

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