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According to Women’s Skincare In-Depth Consumer Report by market research company The NPD Group, antiaging continues to be a key motivator for purchase among women skin care users. Seventy-five percent of women skin care users tell NPD they use skin care products to look the best they can for their age.
When asked what benefits are important in facial skin care products, more than half of the women surveyed (53%) said that antiaging benefits, such as wrinkle and line reduction, and firming and lifting were extremely or very important to them. This number is much higher for women 35+ than younger women: 62% of 35–54-year-olds and 65% of 55+ versus 26% of 18–34-year-olds.
Although antiaging continues to be a key influencer for usage, 21% of women facial skin care users are not using any antiaging moisturizers, serums or treatments. In addition, of those consumers using antiaging 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,” says Karen Grant, vice president and global industry analyst, The NPD Group. “The twofold opportunity for antiaging products is engaging those not using specific antiaging products, but who feel that antiaging benefits are extremely or very important and increasing the usage frequency of those already using antiaging serums and treatments.”