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The oxytocin hormone not only plays a role in friendly, maternal and romantic attachments, but also in self-attachment. Its release from the pituitary gland results in feelings of calmness, happiness and contentment along with a reduction in fear and anxiety. Oxytocin levels can be increased by self-massage using skincare products that have pleasant textures and fragrances; and are regarded as having a high personal value. As a result, skin and body products become not just agents of beautiful skin, but happiness enhancers as well. These effects encourage self-attachment, which generates feelings of happiness through a harmonization of the inner self (who we really are), perceived self (who we see ourselves as) and ideal self (who we would like to be). Some might argue that this can be the very definition of happiness. As a result, this can entail a reduction of stress and a boost in self-esteem. With less stress and better self-esteem, one might find it easier to smile more often, and be happier, all while looking more youthful. PRODUCTS THAT PROMOTE INTANGIBLE HAPPINESS BENEFITS This idea that skin care is a key part of self care and, as such, is related to our core happiness has been used by a number of brands. Perhaps the most wellknown brand to integrate such intangible benefits to skin care is philosophy. With its flagship product Hope in a Jar and throughout the line, statements such as "where there is hope, there can be faith. where there is faith, miracles can occur" and "science can give us better skin. only humanity can give us better days" illustrate the link between skin care and something deeper—skin care and faith, skin care and humanity. The niche brand Buddha Nose, most popular in markets outside of the United States, also markets products based on the link between skin and soul—what it coins as "organic mind body beauty." Its 86 July 2013 | beautystorebusiness.com flagship product, Deep Breathe Balm, is linked to the phrase "Mind Body Beauty Intention: Freedom." Finally, other brands, including Judith Jackson and Alchimie Forever, emphasize the link between skin care and alchemy, the science that predated chemistry and had magical undertones in terms of self care. back to the brain that the person is in a happy mood. Another study involving patients who were not interested in botulinum toxin for cosmetic reasons saw improvement in mood after treatment. This shows that the extra-happiness powers of botulinum toxin when compared to other esthetic treatments Recent scientific studies have linked skin care to the happiness hormone. BOTULINUM TOXIN & MOOD Recent scientific studies have linked not just skin care to the happiness hormone, but also botulinum toxin to patients' general happiness. A recently published book, "The Face of Emotion: How Botox Affects Our Mood and Relationships," describes dermatologic surgeon Dr. Eric Finzi's exploration of the relationship between botulinum toxin and the improved mood he observed in his patients. This nonsurgical option for eliminating wrinkles and frown lines can significantly contribute to a smoother, more youthful appearance through its muscle-relaxing mechanism. Furthermore, it has also been found to contribute to lifting one's mood and encouraging happiness through the harmonization of three events: 1. Feeling beautiful and making a conscious effort toward improving the appearance boosts one's self-esteem, lifts the mood and contributes to happiness. 2. Feedback from others due to a positive change in appearance perceived by others can improve one's happiness level. 3. Botulinum-toxin treatments leave smiling muscles intact but can make it harder to frown. The simple act of smiling becomes easier, frowning becomes harder and happiness is encouraged. The first two events are common to many esthetic treatments, but the third is specific to botulinum toxin thanks to its mechanism of action. Botulinum toxin, by making it more difficult to frown, seems to lessen the expression of negative emotions, and smiling more sends feed- appears to truly be a consequence of muscle behavior, inhibiting frowning or other unknown factors. THE BOTTOM LINE Overall, our mission in the beauty industry is to help consumers understand the benefits of skin care, which, in turn, will make retailing easier. Whether using the healthcare/dental-care analogy, the link between self care and skin care, the result-consequence relationship of looking good to feeling good to doing good, the happiness hormone or the mood benefits of botulinum toxin, there is evidence to suggest that skincare products and treatments can in various ways affect not only one's skin, but also one's happiness. Indeed, skincare products and treatments are an integral part of more youthful looking skin, and also a happier state of mind! ■ Research assistance for this column from Rachel Ametsitsi. Scientific references available upon request. Ada S. Polla is the president and CEO of Alchimie Forever. She is the co-creator of her family's Swiss-based skincare line, which she launched in the United States in 2004. Her skincare knowledge and business skills have yielded double-digit annual-revenue growth for the brand. She holds an MBA from Georgetown University and received a Bachelor of Arts degree from Harvard University.