In 2011, E-commerce operator Glide Enterprise developed an affordable cosmetic face mask based on user feedback. The name Lululun was chosen to evoke a sense of youthful exuberance, and the product -- though high quality -- was launched in a price bracket that appealed to younger women.

Focusing on the difference in attitude revealed by the words “only,” and “already,” we conducted a survey which demonstrated that women who think positively about their age have measurably younger-looking skin. The aim was to encourage women to think positively about their age by investigating the relationship between an optimistic outlook and youthful appearance.

We conducted a survey in which participants stated their age using either of two patterns: the negative “I’m already x years old,” and the rather more positive “I’m only x years old,” before undergoing tests to determine their actual skin-age. Though simple in concept, this was the first such investigation into the relationship between positive self-image and youthful appearance.

Participants in the “only” group were found to have an average skin-age 7.1 years lower than the “already” group. These findings were presented in a short video.

1980s pop idol Iyo Matsumoto, known for the lyric “I’m only 16,” became spokesperson for the “only” group, reflecting her current age with a new song--“I’m only 50”—and appearing in an integrated marketing campaign that included TV commercials and in-store promotions.