NAME;_____________________________________ PERIOD: ____________________

QUARTER 2: ACHIEVE 3000 ACTIVITY 1

Before Reading Poll:
Do you think companies should invest so much time and money in beauty products? (CIRCLE ONE)
Yes—there is a huge market for these items.

No—people are too concerned about their appearance.

Explain why you voted the way you did.

ARTICLE: “BEAUTY TAKES TIME”

CINCINNATI, Ohio (Achieve3000, December 23, 2008). Jim Schwartz recalls the
bewilderment he felt when he began his job developing beauty products for Procter &
Gamble (P&G). Schwartz had just earned a doctorate degree in chemistry. He
pondered the motivation behind his new employer's decision to hire scores of
researchers just to work on Ivory soap.

"I thought, what in the world are all these people doing here? It's a bar of soap, for
crying out loud!" Schwartz said.

Now, after two decades at P&G, Schwartz has developed a fuller appreciation for the
enormous effort involved in bringing beauty products, such as shampoos and skin
lotions, to market. P&G is just one of many companies that invest tons of money and time researching these products.

Summarize:

Beauty is a highly profitable industry, thanks to several demographic groups that are eager to look younger or better. For example,
"baby boomers"—members of the massive generation born shortly following World War II—enthusiastically seek ways to defy
aging and have demonstrated a willingness to splurge on products promising to help wage that battle. Young people too are directing
more money toward enhancing their beauty. In addition, an increasing number of people in developing countries now have money
available to spend on their appearance.

Thanks to these consumers, P&G's sales have more than doubled in the past decade. The company earned $23 billion last year. With
the combined global market for beauty and personal health care at an estimated $360 billion, the company sees plenty of room for
expansion.

Clearly, there's money in the promise of beauty. Because of the increasing profit potential, a growing number of companies are
offering beauty products for the first time. P&G, for example, is known for such household brands as Tide detergent and Pampers
diapers. It is now branching out to compete with veteran cosmetics makers such as L'Oreal, Avon, and Estee Lauder. In addition, a
rising number of niche companies with specialty products are helping to make the industry highly competitive.
Summarize:
NAME;_____________________________________ PERIOD: ____________________
QUARTER 2: ACHIEVE 3000 ACTIVITY 1
"I think overall, it's a positive outlook, but [the industry is] going to be more challenging," said Karen Grant. Grant is a beauty
industry analyst for market research company NPD Group. "There are more people playing; competition is stiffer."

Hoping to get an edge on the competition, companies are strategically investing many years and millions of dollars in the creation
and testing of their products. P&G has nearly doubled its research staff in the last seven years, now employing 2,000 researchers.
L'Oreal has steadily increased spending on its beauty product research. It currently has about 3,000 people working in its research
departments.

This growing army of researchers focuses on years-long projects to find out everything there is know about human skin and hair,
including how nutrients, moisturizers, and even genetics affect them. Researchers examine facial pores magnified to the point that
they look like moon craters and strands of hair that resemble tree bark. They also lather and rinse rows upon rows of hair swatches.
(P&G alone purchases more than 300 pounds of human hair a year for testing its hair care products.) In addition, researchers spend a
considerable amount of time peering through microscopes at human cells. For example, Tom Dawson, a P&G scientist, spent nearly
seven years studying the genetic code of a fungus that causes human dandruff.

Summarize:

Researchers are responsible for formulating products that offer added personal benefits without adverse effects. They make sure
products feel, smell, and look right. These experts must also prepare the product for marketing and ascertain whether it can be
affordably mass produced.

In the latter stages of research, companies test their products for any potential problems. Many pay volunteers to try their latest
creations, and some employees see it as a job perk that they get to try out not-yet-available products. Sometimes, researchers test
potential new products on synthetic skin and cornea tissue developed in labs. The use of synthetics, P&G says, has helped nearly
eliminate the use of animals for testing.

With all this research, it can take 5 to 10 years for a beauty product to finally reach consumers.

"That deceptively simple product sitting on store shelves has years and years and thousands of person-hours that went into making it
work well," Jim Schwartz said.
The Associated Press contributed to this story.
Summarize:

Generate 3 Questions for the Entire Article:

ACTIVITY:
1. According to the article, why are an increasing number of companies offering beauty products for the first time?
  Because there is an increasing potential for profits in the beauty products industry
  Because companies are known for their household brands of detergent and diapers
  Because veteran cosmetics makers have greatly increased the competition
  Because companies have steadily increased spending on beauty research
2. Which would be the closest synonym for the word formulate?
  Deplore
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QUARTER 2: ACHIEVE 3000 ACTIVITY 1
  Deface
  Devise
  Denounce
3. What is this article mainly about?
  Companies known for their household brands of detergent and diapers are no competition for beauty product manufacturers.
  Researchers are increasingly testing potential new products on synthetic skin to eliminate the use of animals for testing.
  Companies are investing tons of money and time researching and testing products for the profitable beauty market.
  P&G's share of the $360 billion global market for beauty and personal health care came to only $23 billion.
4. Which question is not answered by the article?
  What household brand of detergent is produced by Procter & Gamble?
  What does Karen Grant do at the market research company NPD Group?
  How many people are currently employed at L'Oreal's research departments?
  How much does P&G spend on the human hair it uses to test hair care products?
5. Which of these should not be included in a summary of this article?
  Strands of hair can begin to resemble tree bark when they are looked at under high magnification.
  The beauty industry has become highly profitable due to several groups of people eager to improve their looks.
  Companies are investing considerable time and money in researching and testing beauty products.
  Many companies pay volunteers to test their beauty products and some allow their employees to do testing.
6. The article states:
With the combined global market for beauty and personal health care at an estimated $360 billion, the company sees
plenty of room for expansion.
Which is the closest synonym for the word expansion?
  Grievance
  Growth
  Emission
  Eviction
7. Which of these is a statement of opinion?
  P&G is now branching out to compete with veteran cosmetics makers such as L'Oreal, Avon, and Estee Lauder.
  Occasionally, researchers test potential new products on synthetic skin and cornea tissue developed in labs.
  People in developing countries should spend their available money on things more important than beauty products.
  A rising number of niche companies with specialty products are helping to make the industry highly competitive.
8. In the ninth paragraph, the author presents details about researchers' work in order to __________.
  Spotlight Tom Dawson's seven-year project studying the genetic code of a fungus that causes human dandruff
  Emphasize that researchers often spend years on projects to learn all there is know about human skin and hair
  Describe the methods used by researchers to examine human facial pores and strands of hair under microscopes
  Explain why certain types of research must be done on human hair rather than on laboratory-produced synthetics

AFTER READING POLL

now that you have read the article, indicate whether you agree or disagree with this statement.

Do you think companies should invest so much time and money in beauty products? (CIRCLE ONE)

 Yes—there is a huge market for these items.

 No—people are too concerned about their appearance.
NAME;_____________________________________ PERIOD: ____________________
QUARTER 2: ACHIEVE 3000 ACTIVITY 1
Thought Question
List at least four questions raised by the article. Explain how each of these questions will help you better understand the article.
Which question do you consider the most vital? Justify your response.
Use ideas from the article, as well as your own ideas, to help develop your questions.
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