NPD Reports Age Matters When It Comes to Makeup

Major Makeup Shift begins at Age 35

Port Washington, NY, November 25, 2008 – According to a new report, The Makeup In-Depth Consumer Report from The NPD Group, Inc., a leading market research company, as a woman ages, there is a critical shift in her makeup usage and buying habits. The key age group where the shift starts is 35 to 44 years old. During this age, women begin to use color more on their face and lips and less color on their eyes. By the time a woman is 35 years old she has flipped her preferences from lip gloss to lipstick and from foundation toward blush.
 

Percent of Makeup Products
Used in Past 12 Months
 
   18-24
Years Old
35-44
Years Old
Lip Gloss 75% 57%
Lipstick 29% 69%
Blush 47% 71%
Source: Makeup In-Depth Consumer Report

Concerns about aging play a key role here, as women approach 40 there is much greater attention placed on anti-aging. In the eye category for example, women start using less eye shadow and less eye liner when they hit 45 years old. This may be attributable to concerns about wrinkles around the eye; therefore, many women will avoid adding color to the area. Nearly 80 percent of women between 18 to 24 years old use eye shadow and eye liner. Usage begins to drop as women near 40 and by the time they reach 55 years old only 68 percent of women use eye shadow and 54 percent use eye liner. Mascara usage remains high no matter what age; nearly nine in ten women ages 18 to 54 use mascara.

“Consumers are increasingly independent in their product and brand choices.  Less than one out-of-five makeup users say that they usually buy all from the same brand.  But, IF they believe a brand or product works for them, almost 60 percent say they will stick with that brand or product.  That tells us that the consumer is not as fickle as we sometimes think.  They will buy and even come back, BUT we have to earn the right to their dollar,” said Karen Grant, vice president and global beauty industry analyst.

By the age of 35, women have a more involved daily regimen, with 42 percent of these women telling NPD they use five or more products in a typical day. Younger women, ages 18 to 24, wear fewer makeup products in a typical day, with only 28 percent using five or more different products as part of her normal daily routine.

“Additionally, there is opportunity to convert a significant number of women into heavier makeup usage.  Almost one-third of women who use makeup are light or infrequent users, with about 20 percent using only one to two products on a typical day.  This speaks to the need to educate, excite, and engage consumers into this category.  During tough economic times, consumers want affordable items, but they still want and need things that make them feel good.  On both fronts, makeup works - as the most economically priced beauty category, makeup is the arena women can come to play and invest in themselves for little more than the price of a good lunch,” ended Grant.


Related Press Releases

Majority of U.S. Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Regimen, Reports NPD
Majority of U.S. Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Regimen, Reports NPD

Most Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Routine While 90 percent of U.S. women use makeup with skincare benefits, two-thirds use these makeup products in addition to separate skincare offering the same benefits. Compared to 2016, more women seek makeup products that moisturize, reduce fine lines and wrinkles, minimize pores, and reduce redness.

Bottling Emotions: Fragrance Trends for Mother’s Day
Bottling Emotions: Fragrance Trends for Mother’s Day

May is the most popular time of year for women’s fragrance sales after the holiday season. The week leading up to Mother’s Day 2017, close to $90 million was spent in department stores on women’s fragrance juices and gift sets.

Hygge Inspires a Change in Consumer Attitudes toward Home Scents, NPD Group Finds
Hygge Inspires a Change in Consumer Attitudes toward Home Scents, NPD Group Finds

U.S. consumers continue to embrace hygge. Over the last year, more have reported using home scents to relax, feel cozy, and uplift their spirits. At the same time, home scents has become the fastest-growing area of the prestige fragrance market.

U.S. Prestige Beauty Industry Sales Rise 6 Percent in 2017, Reports The NPD Group
U.S. Prestige Beauty Industry Sales Rise 6 Percent in 2017, Reports The NPD Group

The U.S. prestige beauty industry reached $17.7 billion in 2017, a 6 percent increase over 2016*, according to global information company The NPD Group.


Press Contact

Dora Brunette
516-625-6190
dora.brunette@npd.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on