Supermarkets are gravitating to the firming proposition in skincare. It's part fashion, healthy lifestyle and aging demographics that have spawned the firming factor in skincare formulas. The benefit to retailers is a sales and profit boost from new stockkeeping units introduced in popular-priced brands. "Skin-firming lotions promise to erase lines and wrinkles. It's aimed at females and preserving perpetual youth. Sales indicate it's not a bad decision. It's a viable option," said John ...

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