NPD Reports Women Deem Anti-Aging Key Motivator When Purchasing Skincare Products

Report Shows Anti-Aging as Unmet Opportunity for Manufacturers and Retailers

Port Washington, NY, January 20, 2010 - According to Women’s Skincare In-Depth Consumer Report by leading market research company, The NPD Group, Inc., anti-aging continues to be a key motivator for purchase among women skincare users. Seventy-five percent of women skincare users tell NPD they “use skincare products to look the best they can for their age.” 

When asked what benefits are important in facial skincare products, more than half of the women surveyed (53%) said that anti-aging benefits (such as wrinkle/line reduction and firming/lifting) were extremely or very important to them. This number is much higher for women 35+ than younger women: 62 percent of 35-54 year olds and 65 percent of 55+ versus 26 percent of 18-34.

Anti-Aging: Key Influencer versus Unmet Opportunity
While anti-aging continues to be a key influencer for usage, 21 percent of women facial skincare users are NOT using any anti-aging moisturizers, serums or treatments. In addition, of those consumers using anti-aging serums or treatments, almost a quarter of them (23%) are using these products less than once a day.

“This speaks to the pronounced need to increase the education and communication to move consumers to further engage in the category,” said Karen Grant, vice president and global industry analyst, The NPD Group. “The two-fold opportunity for anti-aging products is therefore, 1) engaging those not using specific anti-aging products, but who feel that anti-aging benefits are extremely or very important and 2) increasing the usage frequency of those already using anti-aging serums and treatments,” ended Grant.

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Dora Brunette

The NPD Group, Inc.
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