Companies are spending millions on R&D to beat competition by bringing the better mousetrap. However, despite loud declarations of consumer is king, there is perhaps not enough being done to understanding them. Skin care today is about segmenting consumers by age and, consequently, offering relevant benefits. Every top notch cosmetic brand and even lesser ones are competing with each other to bring out products that promise anti-ageing and anti-wrinkle benefits for older women.

I am sure these products deliver on their promise, but companies overlook the obvious – most women who need these products also need spectacles to read. If day and night creams are sold in identical bottles, one has to read the label before using the product. Both Estee Lauder and Lancome are proving to be a challenge for me.