PORT WASHINGTON, N.Y.—According to Women’s Skincare In-Depth Consumer Report by 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 told 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 percent) said 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 to 54 year olds and 65 percent of 55+ versus 26 percent of 18 to 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 percent) are using these products less.