**Study Title**: Effects of Social Influence on Perceived Need for Anti-Aging Products among Women Aged 18–29

**Principal Investigator**: Dr. M. Belline

**Phase 1**: Social Influence Exposure (Week 1 – Pre-Product Application)

**Design**: Participants exposed to a short-form video featuring a peer-identified “influencer” (age 22, female, scripted) discussing early-onset aging, with claims that signs may begin as early as age 21. Symptoms cited include: tiredness, dryness, fine lines, dullness, and dark spots. The influencer promotes an anti-aging cream called

DermaLyft—a product created solely for this study, with no clinically demonstrated anti-aging properties.

**Research Question:**

Does social influence induce participants to perceive the presence of age-related skin concerns and report positive effects from a

non-efficacious product?

**Participant Observations – Treatment Group (Week 1)**

Participants instructed to evaluate current skin condition before using DermaLyft.

**Subject 004 — M. Gonzalez, 19 y/o**

- Reports appearance of fine lines around outer eye region

- Cites dissatisfaction with uneven skin tone

- Expresses interest in DermaLyft as mentioned by influencer

**Subject 007 — L. Campbell, 23 y/o**

- Notes wrinkles around nasolabial fold and forehead lines

- Expresses skepticism about DermaLyft but reports previous frustration with anti-aging products

- Cites social pressure as “hard to ignore”

**Subject 012 — A. Chen, 26 y/o**

- Highly engaged; tracks detailed skincare regimen

- Reports decreased skin luminosity and new dark patches on forehead/nose

- Notes decline in self-confidence; reports increased makeup use

**Group Summary:**

- Elevated concern about skin health relative to control group

- Significant increase in self-critical language, e.g., "ugly,” “undesirable,” “beyond help”

- Self-reported symptoms mirror influencer’s script closely

**Next Steps:**

- Distribute placebo cream (DermaLyft) to treatment and control groups

- Assess perceived product effectiveness after 2 weeks

**Participant Observations – Treatment Group (Week 3)**

Post-social influence and post-application of DermaLyft (placebo)

**Subject 004 — M. Gonzalez, 19 y/o**

- Reports daily use

- Notes ~10–15% reduction in fine lines (self-assessed)

- Describes “dramatic” improvements in skin texture and tone

- States: “I look less tired, more refreshed… almost younger.”

**Subject 007 — L. Campbell, 23 y/o**

- Reports “significant” wrinkle reduction (~50%)

- Claims forehead lines have vanished entirely

- Cites improved hydration and “restored glow”

**Subject 012 — A. Chen, 26 y/o**

- Maintains detailed log; continued high compliance

- Reports “drastically increased” luminosity; dark patches “completely gone”

- States increased self-confidence; began using cream on neck “to stay ahead of aging”

**Group Summary:**

- Marked increase in perceived improvement among treatment group, despite lack of active ingredients

- No observable change in dermatological analysis (hydration, elasticity, pigmentation unchanged)

- Perceived need and product efficacy appear entirely driven by social influence exposure

**Next Steps:**

- Draft summary of findings and behavioral implications

- Design Phase II: Vary influencer traits (e.g., attractiveness, expertise, relatability)

- Schedule exploratory meeting with marketing teams from major beauty brands regarding possible partnership models