More women are researching skincare products online before purchasing in-store, reports NPD
Port Washington, NY, Aug. 14, 2019 – U.S. women are increasingly turning to online research to better understand the ingredients in – and the brands behind – their facial skincare products, according to recent data released in the Women’s Facial Skincare Consumer Report* from The NPD Group. The report noted that nearly 50 percent of women surveyed prefer to research products online prior to buying them in-store, citing online reviews and ratings, as well as social media influencers, as their sources of information.
“These engaged consumers are looking to become more educated about the ingredients in their skincare regimen, particularly in those more basic products such as cleansers, moisturizers and anti-aging serums,” stated Larissa Jensen, executive director and beauty industry analyst, The NPD Group. “Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency.”
In fact, 46 percent of facial skincare users report purchasing products free of sulfates, phthalates and/or gluten, representing a 6 point up-tick over the past two years. In addition, more than half of women look for skincare products made from organic ingredients. The report also found that brands making a public commitment to ingredient transparency have become top-of-mind for consumers, with several of the more well-known transparent brands ranking among the Top 25 in highest awareness-to-purchase conversions.
“Skincare continues to perform well among engaged female consumers, regardless of what generation they are in. The number of consumers who are making purchase decisions primarily based on the price of a product is decreasing; as the significance of knowing exactly what they are putting on their skin becomes more important,” Jensen added.
The recently released Women’s Facial Skincare Consumer Report uncovers the attitudinal and behavioral insights of U.S. women surveyed from April 24 - May 28, 2019. The report tracks where U.S. women are obtaining information about skincare options as well as where they are making those purchases, in addition to the factors that are particularly important to the female consumer when making purchase decisions.
* Source: The NPD Group, Inc. / Women’s Facial Skincare Consumer Report 2019