U.S. Women Top Users of Anti-Aging Face Creams


CHICAGO—In 2011, the U.S. anti-aging skin care market was worth $2.3 billion. This number is proof of the substantial growth in the past five years, as women continue to clamor for the next advancement to stave off the signs of aging. Who is leading the charge? According to Mintel, U.S. female consumers lead the way in anti-aging facial skin care usage compared to their counterparts in Germany, France and the United Kingdom. The West (United States, the U.K. and France) launched the most anti-aging skin care products between 2009 and 2011 in comparison to Japan and China. Furthermore, 37 percent of U.S. women have used anti-aging creams and serums for the face, compared to 23 percent of U.K. women, 24 percent of the female population in France, 25 percent of women in Germany and 26 percent of women in Spain.

But it’s not all creams and serums in the anti-aging fight, devices could become the weapon of choice in the battle against fine lines and wrinkles. While usage is modest (just 4 percent of U.S. women have used an anti-aging device), 35 percent of American women report while they haven’t used an at-home anti-aging device, they would be open to trying one. Furthermore, women seem more interested in at-home treatments than visiting a professional. A total of 40 percent of U.S. women have used or would be interested in using an at-home treatment, compared to 32 percent who have visited/would visit a professional for non-invasive anti-aging treatments.

“Technology is ingrained in our everyday lives—from smartphones to constant connection through social networks," said Amy Ziegler, global personal care analyst. “Embracing technology in our beauty regimen seems like the next logical step."

Meanwhile, product launch activity seems to be the greatest in the West. According to Mintel’s Global New Products Database, 46 percent of total skin care product launches in the U.K. carried an anti-aging claim from 2009 to2011. France and the United States were only slightly higher, with 47 percent of skin care launches touting the anti-aging claim. China and Japan followed with much lower numbers—27 percent and 19 percent, respectively.