PORT WASHINGTON, N.Y.—According to the NPD Group’s Anti-Aging Facial Skincare and the Female Consumer study, about half (48 percent) of anti-aging users only began using these products since 2007 with almost one-fourth (22 percent) who only began using these products since 2009. The study utilized NPD’s Online Panel and was fielded Oct. 6 to 18, 2010. NPD also reported 56 percent of women skincare users are anti-aging seekers, stating they have gone shopping or looked for skincare products with anti-aging benefits. And of these seekers, about three-quarters (76 percent) are currently using these types of products. More than half (56 percent) of current anti-aging facial skincare users also say they are not sure if these type of products really work, but they use them anyway.
Though Blacks or Hispanics are less likely than Whites to define anti-aging facial skincare as products that moisturize or hydrate, dry skin is the number one factor about their appearance that made Black women start using anti-aging facial skincare products. Hispanic women are more likely than any other group to state that reducing puffiness/bags under the eyes is an anti-aging benefit considered important when buying facial skincare products.
Who’s influencing them? More than doctors/dermatologists, TV advertising, online searches or best of awards, the number one influence in helping a woman decide which anti-aging products to buy is the recommendation of her friends, family and coworkers, with three in four women agreeing with this statement.