The NPD Group reports on trends in facial skincare
Port Washington, NY, September 24, 2013 – The NPD Group, Inc., a global information company, reports women in the Generation Y group are beginning to notice, and fight, the signs of aging. According NPD’s latest Women’s Skincare In-Depth Consumer Report, 39 percent of women ages 25-34 say anti-aging is an important benefit they look for in facial skincare products. This is a significant jump from the 18-24 year old age group where only 19 percent of women feel anti-aging is important.
“Gen Y is at an age when they are facing many changes, including in their skin and the way they look in general,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc. “This group still has skincare concerns from their youth like oily skin, breakouts, and keeping acne at bay. But they also start to shift their focus towards preventing wrinkles and lightening their dark spots caused by sun damage.”
The NPD Group, Inc. / Women’s Skincare In-Depth Consumer Report, August 2013
Women, age 25-34, represent 18 percent of all facial skincare users in the U.S., and use an average of three facial skincare products in a day, with facial cleansers topping the list. Moisturizing/hydrating, acne prevention, and sun protection are the most important benefits they look for in a facial skincare product. Still learning about skincare in general, these women like to experiment with products, and do so more than any other age group.
“There is an opportunity for manufacturers and retailers to educate Gen Y women on facial skincare, and allowing them to sample products plays an important role not only in capturing these consumers, but turning them into loyal customers as their needs evolve,” said Grant.
The Gen Y consumer primarily seeks advice on facial skincare purchases from friends, family, and co-workers, but after that, more than any other age group, they are online looking for information (36%). Gen Y consumers also account for the largest share of online facial skincare purchasers.
“Open to learning, reachable, and seeking solutions, Gen Y women are a critical age group for skincare marketers to target now, as they are beginning to develop skincare regimens that are likely to follow them throughout the rest of their lives,” concluded Grant.