FOR IMMEDIATE RELEASE
Media Contact: Adriana Stan, astan@hearst.com, 212-649-2180
SEARCHING FOR THE FOUNTAIN OF YOUTH? GOOD HOUSEKEEPING REVEALS
THE BEST ANTI-AGING MAKEUP—BACKED BY IN-DEPTH SCIENTIFIC
RESEARCH
After a Year of Testing, Awards Go to 11 Winning Products and 11 Runners-Up Starting at $7.49
NEW YORK, NY (August 28, 2012) – Makeup used to promise to add a flush to your cheeks or a rosy
hue to your lips, but now it aims to do much more: hydrate skin, diminish lines and deliver lasting benefits
for a more youthful appearance. Anti-aging cosmetics are a growing segment of the beauty market, but
how many live up to their claims and truly perform? To find out, Good Housekeeping spent a full year
researching, testing and evaluating makeup products with anti-aging claims, from lipsticks that profess to
increase fullness to firming foundations and primers that promise to hide lines. The winners of the
magazine’s Third Annual Anti-Aging Awards are revealed in the September issue, on newsstands today.
The scientists at the Good Housekeeping Research Institute evaluated products at all price points, from
drugstore to prestige brands, performing laboratory tests, gathering scientific data, and receiving
feedback from testers’ real life experience. To determine the 11 winning products and 11 runners-up in
10 categories ranging in price from $7.49 to $105, before-and-after evaluations were conducted using
state-of-the-art equipment, including:
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a Cutometer, which measures skin’s firmness
a Corneometer to analyze hydration
a Visia Skin Complexion Analyzer, which quantifies wrinkles, spots, and skin texture. It was
also used to detect eye shadow creasing and the staying power of eye shadow primers.
In all:
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283 products were screened and 97 were tested on 661 volunteers
2,004 questionnaires were tallied
3,127 before-and-after photos were taken
4,272 Cutometer readings were taken
10,680 Corneometer readings were taken.
“From laptops to lipsticks, our readers look to us for recommendations on products that perform as
promised and are worth the money,” said Rosemary Ellis, editor-in-chief of Good Housekeeping. “Our
Anti-Aging Awards are unique because the winners are chosen not only because they smell nice or come
in pretty shades: they are backed by scientific testing and have literally been proven to work.”
Readers can enter Good Housekeeping’s Anti-Aging Makeup Giveaway for a chance to receive a gift
basket of some of the award-winning products:
Concealer
 Gold winner: Maybelline New York Instant Age Rewind Eraser Dark Circles Treatment Concealer,
$10
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Silver winner: Avon Anew Age-Transforming Concealer SPF 15, $10
Foundation
Sheer to Medium Coverage
 Gold winner: Chanel Lift Lumière Firming and Smoothing Fluid Makeup SPF 15, $65
 Silver winner: Avon Anew Age-Transforming Foundation SPF 15, $16
Medium to Full Coverage
 Gold winner: La Prairie Anti-Aging Foundation SPF 15, $105
 Silver winner: Revlon Age Defying with DNA Advantage Cream Makeup SPF 20, $15
Primer
 Gold winner: Korres Quercetin & Oak Antiageing Age Reversing Face Primer, $33
 Silver winner: CoverGirl & Olay Simply Ageless Serum Primer, $14
Lipstick
 Gold winner: Dior Rouge Serum SPF 20, $34
 Silver winner: By Terry Rouge Terrybly Age-Defense Lipstick, $49
Lipliner
 Gold winner: Urban Decay 24/7 Glide-On Lip Pencil, $19
 Silver winner: Guerlain The Lip Liner, $30
Lip Plumper
 Gold winner: Smashbox O-Plump, $24
 Silver winner: Rodial Glam Balm Lip, $25
Crease-Proof Eye Shadow
 Gold winner: MAC Paint Pot, $18
 Silver winner: Revlon ColorStay 16 Hour Eye Shadow, $7.49
Brow Pencil
 Gold winner: Lancôme Le Crayon Poudre, $25.50
 Silver winner: Estée Lauder Automatic Brow Pencil Duo, $23.50
Eye Shadow Primer
 Gold winner: Laura Mercier Eye Basics, $24
 Silver winner: Urban Decay Eyeshadow Primer Potion, $20
Mascara
 Gold winner: MAC False Lashes, $20
 Silver winner: Lancôme Défincils, $26
For the complete results of Good Housekeeping’s Anti-Aging Awards, as well as anti-aging makeup tips,
visit http://www.goodhousekeeping.com/anti-aging-awards.
Product photos for Good Housekeeping’s Anti-Aging Awards are available upon request.
About Good Housekeeping
Founded in 1885, Good Housekeeping magazine (www.goodhousekeeping.com) reaches nearly 24 million readers
each month. In addition to the print title, there is The Good Housekeeping Research Institute, the consumer product
evaluation laboratory of Good Housekeeping magazine. Founded in 1900 and continuing today with the same
mission, the Research Institute is dedicated to improving the lives of consumers and their families through education
and product evaluation. Only products evaluated by the Good Housekeeping Research Institute can be accepted for
advertising in the magazine, and thereby become eligible to display the Good Housekeeping Seal, the hallmark that
provides assurance to readers that the products advertised in the magazine are backed by a two-year limited
warranty against being defective, with specified exceptions. In 2009, the Green Good Housekeeping Seal was
introduced as an environmental overlay to the primary Seal. It offers consumers guidance to help them choose
products that are exercising environmental responsibility on a wide range of criteria. Readers can also interact with
the brand on the digital front, with Good Housekeeping mobile (m.goodhousekeeping.com), at
Goodhousekeeping.com and through its GH@Home and Anti-Aging Beauty Shopper iPhone apps. In addition to its
U.S. flagship, Good Housekeeping publishes 11 editions around the world. Good Housekeeping is published by
Hearst Magazines, a unit of Hearst Corporation (www.hearst.com), the largest publisher of monthly magazines in the
U.S. (ABC 2011) which reaches 82 million adults (Spring 2012 MRI). Follow Good Housekeeping on Facebook,
Twitter, Pinterest and on the Inside the Institute blog.
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_________________________________
Adriana Stan
Hearst Magazines, Public Relations
300 W. 57th Street, 16th Floor
New York, NY 10019
O: 212.649.2180 | C: 917.628.0362
astan@hearst.com
Twitter: @AdrianaStan