A survey commissioned by Neutrogena Cosmetics and conducted by Harris Interactive found that women consumers would rather have coverage and sun protection in their color cosmetics than fashion-forward colors. The survey was conducted online within the United States among 1,018 women ages 18 and older.
When asked if they could only own one cosmetic product, 58% of those surveyed said they want a product that delivers flawless skin tone; 68% of the women surveyed said they would be willing to give up something for a year to have flawless skin. Perhaps, these women would spend more money for a foundation or powder that truly covers their flaws, allowing the cosmetic formulator a higher budget for innovation.
SPF in color cosmetics is important to women, as 56% of those surveyed rely on cosmetics with SPF to provide protection from harmful UV rays. Formulators should take note of this and include UV filters in their color cosmetic products where appropriate. The survey also found that 72% of older women wear SPF cosmetic products and makeup year round compared to 50% of the younger women surveyed, indicating that SPF is an important part of color cosmetics formulated for older women.
Although flawless skin tone was the attribute that 58% of the women wanted in their color cosmetics, 51% of the women 55+ report that they want their color cosmetics to minimize the look of fine lines and wrinkles. Elongation of lashes (8%), fuller lips (3%) and cheekbone definition (2%) were also chosen as desired attributes in color cosmetics.