Although overall makeup usage is down, an area of growing interest is makeup products with skincare benefits. A majority, almost nine in 10 (86 percent), of makeup users have used a makeup product that contains a skincare benefit in the past year. According to the report, moisturizing (54 percent) and SPF protection (51 percent) are the most cited skincare benefits that the makeup products women used contained. These were followed by oil-free/won’t clog the pores (32 percent), reduces wrinkles/fine lines (30 percent) and natural/mineral-based (27 percent). About six in 10 women who used makeup with skincare benefits are using these types of makeup products in addition to using skincare products with the same benefits. Nearly two in five of these women are using makeup products with skincare benefits instead of skincare products with the same benefits.
“As consumers seek to simplify their beauty routines, the opportunity is ripe for products that provide the benefits of both the makeup and skincare categories," said Karen Grant, vice president and global industry analyst, The NPD Group. “Over the past few years a greater number of makeup products are incorporating skincare benefits that consumers would previously seek to get from a skincare product. From protective benefits to increasingly advanced anti-aging ingredients to the more specialized focus of anti-acne and redness reduction benefits, more makeup manufacturers are offering consumers a wider variety of skincare options today. While the beauty industry continues to look for new opportunities, this convergence of makeup and skincare is a burgeoning platform to build upon. Our younger consumers are still learning and experimenting to determine what works for her and our older consumer are facing the ever changing needs of her skin along with the need for a pragmatic, time-saving approach to beauty. Understanding the way consumers are now approaching their beauty regimen and where their needs cross categories will help guide us in re-engaging both the younger consumer and older consumer."
About the Report
The Makeup In-Depth Consumer Report is an update to the report released in April 2008.The age group for the study done in 2010 was expanded from women 18 to 64 to be inclusive of women 65 or older. The study was fielded March 10 to 31, 2010. A nationally representative sample from NPD’s Online Panel was used to target women aged 18 or older. The report measures female beauty consumers’ brand awareness and usage of makeup products to uncover patterns in consumer behavior.